Advertising and marketing measurement has become a defining industry conversation for both marketers and the C-suite. As CFOs demand proof of performance, Oresti Patricios, CEO of Ornico, reminds us that “measurement doesn’t necessarily mean you’re effective, but it helps you understand what works and what doesn’t.”
With over 40 years in media monitoring and measurement, Patricios says the fundamentals of marketing remain the same: to drive business growth. What’s changed is the landscape: fragmentation, programmatic buying and the pace of change.
“In the not-too-distant past, you placed an ad on one TV station. Now, you’ve got hundreds of platforms, and things move faster than ever,” says Oresti Patricios.
He emphasises that short-term and long-term goals shouldn’t be seen as opposites but as two sides of the same coin. “Brand building takes time,” he says. “It’s about measuring both.” Measurement should track immediate tactical outcomes and long-term brand perception shifts.
For Patricios, the biggest trend isn’t what’s trending — it’s what’s not.
“Vanity metrics are a non-trend. Marketers are finally asking if those likes and follows mean growth.”
Conversation highlights
- The CFO’s growing role in demanding marketing accountability
- Why short-term vs long-term is a false debate, both matter
- The impact of programmatic buying on how effectiveness is tracked
- Using measurement to align marketing with business objectives
Watch the full conversation below:
Created in collaboration with our production partners, Soweto Media.
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