We have been saying for months that new media is inherently becoming more and more fragmented and if you happen to be an advertiser, content producer, or in marketing you know this better than anyone. Long hours trying to figure out where your audience is takes its toll in terms of time and money. To make matters worse, when you think you figured it out, your audience moves to another platform.On average, there are 2 new digital video platforms popping up online in the United States each month and in some markets, online video platforms have swelled to over 400 like in China. This is a huge problem that cannot be ignored as users spend more and more time online downloading or streaming everything from short clips to full length television shows and in turn, spend less time consuming content from traditional platforms, such as TV. At divinity Metrics, we call this the “Addressability Crisis.” We have worked hard on tackling this problem by building a platform that aggregates trends, demographics, and other detailed information on video across multiple digital platforms.While this article is dated, it is refreshing to see how ad agencies are finally looking for more specific industrial tools to also reveal depth and show ROI to their clients. MediaWeek has a great article about what agencies are doing in the next year to shore up their tool chest. Here is a good quote:

Charlie Rutman, CEO, MPG North America, agrees, adding that agencies need to think more holistically about marketing communications to come up with plans that are truly integrated. “We’ve been trained to look at and measure a lot of media individually, yet it’s the activation of multiple platforms that makes a truly effective strategy,â€? he says. “I think that coming up with accurate metrics that demonstrate how these platforms all work together is the next big wave.”

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