For instance, about 10 large advertisers use Viacom Vantage’s audience activation component to match first- and third-party data sets with Viacom’s programming and viewership data.
The ability to develop custom audience segments is important for networks that want to prove the value of their media to advertisers. They’ve done so through deeper audience analysis and by augmenting alternative forms of measurement.
One focus of Zilberbrand’s within the Audience Science division will be driving greater effectiveness in measurement. He predicts the competitive shift in the measurement landscape with comScore and Rentrak's announced merger this week will facilitate more innovation.
Externally, Viacom has been a vocal critic of traditional ratings (read: Nielsen), as has NBCUniversal, which recently migrated CNBC’s measurement of choice to the more boutique competitor Cogent Reports.
That said, “We have been encouraged by some of the actions Nielsen’s taken recently [toward Total Audience measurement capabilities],” Schireson said. “They seem to be responding to demand from Viacom and others.”
He noted that Viacom is a joint comScore and Rentrak customer, so he said he was especially encouraged by the merger.
“The more we can do to accelerate more comprehensive, accurate measurement, the better off we all are – publishers, advertisers and agencies,” he said. “We’re excited to see what those two can do together to advance cross-platform measurement.”