“On TV and Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jane Clarke, managing director and CEO at the Coalition for Innovative Media Measurement (CIMM). This upfront, the focus is on outcomes. As presentations continue, the role of outcome-based measurement – whether for attribution or […]
Nielsen and Comscore take a lot of heat for moving too slowly and failing to provide the sort of cross-channel measurement buyers and sellers say they crave. But cut ’em some slack, said Beth Rockwood, SVP of portfolio research at Turner. “Both Nielsen and Comscore have made good advances in the last year and they’re […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video Today’s column is written by Jane Clarke, managing director and CEO at the Coalition for Innovative Media Measurement (CIMM). When buying a product, the cashier scans the barcode, and the name and price of the item pops up immediately, […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jane Clarke, managing director and CEO at the Coalition for Innovative Media Measurement (CIMM). As 2018 gets underway, there is one issue that should be at the top of everyone’s […]
Most marketers don’t trust the data they’re using and they have no simple way to assess its quality. Of the 80% of advertisers that use audience insights, only 33% say they “completely trust them,” according to a study released Wednesday by research firm Advertiser Perceptions, which surveyed roughly 200 advertisers. Just one-third of advertisers fully […]
TV viewership is fragmenting faster than the advertising industry’s ability to adapt to it all. And advertisers bracing for the 2017 upfront season aren’t entirely satisfied with the big measurement companies. Consider Nielsen’s delayed Total Content Ratings product and comScore’s accounting snafu and anticipated delisting. “People are in dispute about what the measurement process should be,” […]
Advertisers are no longer interested in hitting demo targets alone and, leading into upfronts, media companies are baking behavioral and audience-based guarantees into their sales pitches. Buy- and sell-side parties want to link TV programs with purchase propensity to determine whether a media exposure helped loosen purse strings. “We’re seeing more demand to bring together business […]
Digital measurement company comScore needed WPP’s investment in order to rival Nielsen in cross-platform ratings, according to one comScore partner. Although Nielsen dominates linear TV measurement, its push toward a “Total Audience” rating will improve its mobile Online Campaign Ratings tool, launched last summer. ComScore, in lockstep, rolled out a cross-platform tool in January to […]
