“Now, things are even more complex with the same content running on desktop, smartphones, smart TVs,” he said.
C3 has served its purpose, Scanzoni said, but the industry needs a metric that aggregates audience viewing within a seven-day window across devices. GroupM is working with broadcasters, vendors and both Nielsen and comScore on a “framework” for a new multiplatform ad metric.
And GroupM also is working with content and measurement providers to figure out practicalities like how to watermark content so it can be measured and how to manage commercial loads across devices.
Television has traditionally been transacted based on content ratings and demographics, while digital is usually evaluated based on audience – so an ideal cross-platform rating would somehow roll up both.
While some individual broadcasters add data to linear inventory and price on audience guarantees, that’s still the exception.
And simply too many media owners and vendors are conducting separate data deals, Scanzoni said.
“The idea that agencies and advertisers are going to conduct different data deals by different vendors’ standards is not realistic,” he said. “There’s too much, ‘Let’s try to sell our own proprietary product in the industry.’”