Think Tank
Babylon - Think Tank for Communications Innovation
Babylon is a Think Tank for Communications Innovation focused on the issue of media consumption measurement metrics in order to identify the strategic approaches capable of promoting evolution in light of the new digital context and changes in consumer behavior.
Babylon is a Think Tank for Communications Innovation open to big spenders, media players, digital companies and broadcasters. In these first few months of activity (January-July 2014) it has focused its thinking on the issue of media consumption measurement metrics in order to identify the strategic approaches capable of promoting evolution in light of the new digital context and changes in consumer behavior.
Babylon has worked in a non-partisan, multi-faceted way to:
- build widespread consensus about the need for a more innovative and integrated perspective on this theme;
- develop intelligence and exchange of experiences (both Italian and international), highlight new global trends and how media and consumer behavior is evolving;
- formulate concrete proposals for the development of planning and measurement tools.
Babylon brings together all the different categories of players in the communications sector around the theme of communications innovation and measurement metrics. Those taking part in the round table include top management of Banzai, Discovery Italia, Enel, Eni, Gruppo 24Ore, Lavazza, RCS Mediagroup, Sky, Viacom, Vodafone and WPP. It has already accomplished a number of goals:
- Exposing the limits of current monitoring systems, limits which, on one side, prevent spenders from maximizing their advertising investment and, on the other, do not allow media players to take full advantage of the performance levels obtained on different platforms and different devices;
- Understanding that without the complete, transparent and open collaboration of all communications stakeholders (measurement bodies and companies, the media, spenders and advertising agents to name just the most important) it is not, nor will it be possible to overcome the debilitating stagnation generated by metrics no longer fine-tuned to the market;
- Realizing that in the most advanced markets (the United States first and foremost) research and experimentation with new metrics are the object of increasingly close collaboration between old and new stakeholders with a conceptual approach and entrepreneurial impetus that can provide fruitful orientation for Babylon’s activity and with a view to offering the guidelines indispensable for taking a new look at the monitoring systems currently in use in Italy.
On Friday, July 4, 2014, Babylon concluded the initial phase of its work with an open debate not only for its members, but also leading stakeholders and top representatives of communications administrative and supervisory bodies.
Babylon - Paper, Jan-July 2014 (It.)
Valerio De Molli
Managing Partner and Chief Executive Officer,
The European House - Ambrosetti