Much of the debate about the convergence of digital video and TV advertising has centered on budget and measurement. Members of the advertising industry have wondered whether digital video would cannibalize TV ad dollars and to what extent the right metrics are in place to effectively execute cross-platform video buys. A report from Nielsen and […]
Marketers need to fundamentally rethink the traditional purchase funnel if they want to effectively target media and messaging in the future, says Kate Sirkin, EVP and global research director of Starcom MediaVest Group (SMG). Leading a discussion at Publicis Groupe’s New York headquarters Thursday alongside social analytics agency Mashwork, Sirkin discussed how social data is unlocking […]
Although the jury is out whether consumers will completely cut the cord on traditional TV consumption and migrate en masse to Web streaming, publishers are preparing for the cross-platform possibilities presented by shifting viewer habits. “We’re moving toward consistent measurement,” commented Sarah Baehr, SVP of digital for independent media buying agency Carat, citing the cross-platform […]
FreeWheel, a technology and services company cofounded seven years ago by Jonathan Heller, Doug Knopper and Diane Yu, helps media companies like NBCUniversal and Viacom connect TV buyers with premium digital video inventory. It also worked with Amazon to help power video ad content for the ecommerce giant. Knopper, who also serves as FreeWheel’s co-CEO, […]
Google’s shift of ads and commerce chief Susan Wojcicki Wednesday to SVP of YouTube, which has 20.5% stake in the US video ad market, and which eMarketer estimated had $5.6 billion in gross ad revenue last year, comes at a critical time for the online video platform. With Wojcicki’s appointment, Salar Kamangar, SVP of YouTube […]
Korrelate, a four-year-old data play founded by former executives of Tacoda, will suspend operations this week after failing to find a buyer. The company was born in 2010 as Ad Summos with a pledge to help publishers link their website visitors to real-world actions – such as buying a car. It was among the early […]
After several months in beta, Nielsen is finishing its decadelong project to combine audience measurement of TV, online and mobile with its Digital Program Ratings (DPR). The company is winding down a pilot test, running since May, with nine major clients: ABC, CBS, NBC, Fox, CW, A&E, Discovery, Univision and AOL. DPR’s public debut next […]
Nielsen recently expanded its partnership with consumer data specialist Experian to cover the former’s Online Campaign Ratings with additional layers of demographic data. The new data represents progress, but some publishers are concerned. Media sellers fault both Nielsen and its audience measurement rival comScore, with its validated Campaign Ratings (vCE), for not keeping up with data-management […]
Panel-based TV ratings and TV-themed “social buzz” are on a collision course, and audience research mainstay Nielsen is doing everything it can to retain its pole position. The company today announced “Nielsen Twitter TV Ratings” to measure TV-related Twitter discussion — both the volume of discussion and its total reach. Last fall, Nielsen, through a joint […]
More than half of connected TV consumers use the apps on their set to view free, online videos and browse the web, a survey by electronics maker and video ad tech firm YuMe finds. To a lesser degree, these consumers — half of them, to be precise — are using their so-called smart TV apps […]
