Home AdExchanger Talks Measure Me This

Measure Me This

SHARE:

At this rate, streaming apps might be creating more ad formats than they are shows.

NBCUniversal is making select episodes of shows on Peacock shoppable, while Prime Video and Disney are creating new shoppable ad formats in time for upfront negotiations.

Ads that allow viewers to interact, either by clicking via their remote or scanning a QR code, are helping turn streaming into a more measurable performance marketing channel, says Mike Fisher, executive director of investment innovation at GroupM US, on this week’s episode of AdExchanger Talks.

But measurement remains a challenge, he says.

Generally speaking, TV measurement is still an unstandardized mess. And compared to traditional 15- and 30-second spots, newer formats lack the necessary performance benchmarks that come with time – and testing, Fisher says. This leaves buyers caught between what they know and the need to experiment with newer options.

GroupM is trying to encourage more advertisers to give new ad units a try. In January, it launched a working group called the Ad Innovation Accelerator to develop creative and technical standards to boost the adoption of new formats. Members include Disney, Roku, YouTube, BrightLine and Kerv.

The goal is to “get clients to start thinking about these new ad formats as a viable part of their [CTV media] planning,” Fisher says.

But are clients doing more than just thinking about it? We’ll have to wait and see what happens in September when the upfront deals being negotiated will take effect.

Also in this episode: How ad buying works for newer formats, what programmatic means in CTV land and why streaming media will never be 100% biddable.

For more articles featuring Mike Fisher, click here.

Must Read

Peppa Pig

The Media And Retail Deals Behind The Peppa Pig Franchise Expansion

Peppa Pig is everywhere. Whether or not you have children, you likely know the little girl pig from the kid’s cartoon show. But the Peppa media franchise is just getting started.

Critics Say The Trade Desk Is Forcing Kokai Adoption, But Apparently It’s Up To Agencies

Is TTD forcing agencies to adopt the new Kokai interface despite claims they can still use the interface of their choice? Here’s what we were able to find out.

Why Big Brand Price Increases Will Flatten Ad Budgets

Product prices and marketing budgets are flip sides of the same coin. But the phase-in effects of tariffs, combined with vicissitudes of global weather and commodity production, challenge that truism.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

The IAB Tech Lab Isn’t Pulling Any Punches In The Fight Against AI Scraping

IAB Tech Lab CEO Anthony Katsur didn’t mince his words when declaring unauthorized generative AI scraping of publisher content “theft, full stop.”

Comic: Gamechanger (Google lost the DOJ's search antitrust case)

Here’s Who’s Testifying During The Remedy Phase Of Google’s Ad Tech Antitrust Trial

Last week, the DOJ and Google filed their respective witness lists and the exhibit lists for the remedy phase of the ad tech antitrust trial. Lots of familiar faces!

MX8 Labs Launches With A Plan To Speed Up The Survey-Based Research Biz

What’s the point of a market research survey that could take weeks, when consumer sentiment is rollercoasting up and down every day? That’s the problem MX8 Labs aims to tackle.