This article was originally published by Beet.TV

Giving people choices when it comes to television advertising sounds pretty straightforward, but it’s complicated by the fact that many viewers want an effortless experience. “This is why voice activation is working so well, because it’s actually the only thing easier than picking up a remote and pressing the buttons,” says Ben Winkler, Chief Investment Officer at OMD.

So while Winkler believes creating a good consumer experience will yield good returns for advertisers, he’s “not as bullish on that as I’d like to be because I kind of feel that most media is still consumed on a passive basis, and people just don’t want to have to make any effort whatsoever.”

In this interview at the recent Beet Retreat in the City, where Winkler was one of several moderators, he also identifies the key challenge of measuring TV ad ROI in response to questions from Beet.TV contributor Ashley J. Swartz, who is CEO of Furious Corp.

According to Winkler, accountability and integrity of data take a back seat to inconsistency. He likens it to what happens to evidence in the police world. “That chain of custody just does not exist. Each piece of data is in a different language, so they just simply can’t connect from piece to piece to piece,” Winkler says.