Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The New Apple October 25 quietly marks a big step for Apple’s ambition to become one of the world’s largest advertising companies. Starting today, developers can promote themselves directly in the “Today” section of the App Store, MacRumors reports. The “Today” section is a […]
To plan, target and measure media buys on TV, advertisers need to resolve identity at the household level, which calls for full media transparency, said Kelly Metz, managing director of linear and advanced TV activation at Omnicom Media Group. Kelly Metz will be speaking about the future of TV measurement at AdExchanger’s Programmatic I/O conference on October 17-18 in New York City. Click here to register.
VideoAmp released a tool that allows publishers and advertisers to compare audience viewership second by second throughout the duration of a program. The purpose is to help buyers target their ads more effectively. Advertisers have been demanding discrete program insights for targeting and measurement planning, Jonathan Bohm, VP of product at VideoAmp, tells AdExchanger.
CTV is at a crossroads, writes Mark Walker, CEO of Direct Digital Holdings. We’re already seeing streaming become the dominant way TV is delivered, which opens up CTV ads to a wealth of possibilities. With that, the industry will face an existential question: What is the role of TV advertising now that it is connected?
Roku became the second major CTV publisher to adopt Nielsen’s new ad deduplication tool for measuring its ads across linear and streaming video inventory, following YouTube this summer. The tool is designed to help programmers deduplicate audiences across linear and streaming by comparing reach across screens, Kim Gilberti, SVP of product management at Nielsen, told AdExchanger.
For years, video completion rate (VCR) has been a top metric for digital marketers. But as a standalone measurement metric, VCR doesn’t cut it anymore, writes Katie Cladis, VP of product at Digital Remedy. While it can illuminate aspects of advertising’s performance, it just shouldn’t be at the very center of a modern video ad campaign.
Fiverr is a site that matchmakes freelancers with companies looking to meet immediate, one-off business needs. But now that remote work appears here to stay, Fiverr realized it needed new messaging to get large businesses to hire freelancers on a longer-term basis, said Matt Clunan, Fiverr’s global head of brand and digital. And Fiverr decided TV is the best way to branch out.
Broadcasters have long been dissatisfied with Nielsen’s panel-based approach. But now, panels are making headlines again as a fresh way to measure streaming and TV consumption. But this time, the TV industry says it’s talking about “calibration panels,” not audience panels.
Regardless of the ongoing debate as to the viability of panels, the TV measurement industry is starting to increasingly rely on automatic content recognition (ACR) data, especially as set-top box data becomes less available. But like any other form of data collection, it’s nicer if you ask first.
The growth of connected TV advertising isn’t simmering down anytime soon – but the lack of an industrywide standard for campaign measurement is making it a rocky road. Several executives at AdMonsters’ Ops conference in New York City discussed how interoperability between TV publishers can help solve for some of the standstills stemming from the lack of consensus.
Connected TV has been a buzzword for years, but its categorization distinct from other over-the-top (OTT) media was only made official last summer. In August, the Media Rating Council (MRC) revised its official definitions to draw the line between CTV and OTT based on critical differences in measurement, viewability and attribution.
Nielsen announced it’s selling itself to a private equity group for $16 billion. The future might be iffy for Nielsen, but it’s much more certain for the rest of the industry. Industry experts say a buyout of this size is a “boost of momentum” toward a multicurrency future that offers TV marketers the speed and transparency they’re looking for across platforms.
TV measurement is reaching an inflection point. But with all the saturation, there’s at least one thing most competing measurement providers can agree on: the importance of independent accreditation.
Nielsen has always “had a challenge with counting appropriately,” says Andrea Zapata, head of research, data and insights at WarnerMedia Ad Sales. That’s why WarnerMedia is going big on alternatives: VideoAmp, iSpot and Comscore.
Connected TV could learn from linear’s simplicity. As CTV becomes a dominant platform, advertisers should consider the ingredients that have enabled traditional TV to thrive for as long as it has, writes Joe Hirsch, general manager of SpringServe.
The era of single-currency television advertising is over. With billions in advertising dollars at stake, marketers must now use multiple premium video currencies to determine the effectiveness and value of their ads, writes Kevin Krim, CEO of EDO.
Media industry influencers wrote books about the impact of reach and the importance of reach over frequency. Even today, as media agencies share strategies to combine live/linear with streaming, the discussion often centers on “incremental reach.” But here’s the thing. Just about any reach calculation you see is an illusion, writes Marilois Snowman, CEO and founder of Mediastruction.
2021 was a year of reckoning for TV measurement. On AdExchanger Talks, we spoke with three of the most important names in the space about these tectonic shifts: the CEOs of Nielsen, VideoAmp and Comscore. Here are the highlights.
A growing number of companies are working to assemble all the building blocks needed for converged TV audience measurement. As solutions continue to emerge, these core building blocks will determine the effectiveness of measurement methodologies – and whether they can enable buyers and sellers to realize the full potential of converged TV, writes Jane Clarke, managing director and CEO of CIMM.
Nielsen’s recent missteps have been Comscore’s opportunity to make hay. At the height of the pandemic, Nielsen identified an unlikely trend that the amount of time American adults spent with media while stuck at home had actually declined. But Comscore’s data told quite a different story, says CEO Bill Livek on this week’s episode. When […]
When VideoAmp CEO and Founder Ross McCray first started reaching out to investors around seven years ago about his new company, they were less than impressed. “People hated the space,” McCray says on this week’s episode of AdExchanger Talks. “I would go and pitch our solution about the future and you’d have VCs saying … […]
Nielsen’s panel woes mean alternative measurement providers are having their moment. “We’re getting a lot of inbounds,” said Joanna Drews, CEO and co-founder of HyphaMetrics, a measurement startup that launched last year and now has a panel that’s working to scale to 5,000 homes and roughly 15,000 devices. But the recent wave of interest in […]
A single Media Rating Council audit can take thousands of man hours and cost tens of thousands of dollars depending on a vendor’s size and the complexity of its offering. It’s a long and rigorous process – which is why the MRC doesn’t take suspending or withdrawing a company’s seal of approval lightly, said George […]
“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). With the ever-increasing availability of larger and more granular media exposure data sets, one of the primary questions in cross-platform […]
Nielsen’s been through the wringer this year. After underreporting local TV viewing during the pandemic, long-standing frustrations in the television industry hit a boiling point and interest in alternative measurement currencies began to peak. In September, after the Video Advertising Bureau rattled its saber and formally called for Nielsen’s Media Rating Council accreditation to be […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Marilois Snowman, CEO and founder of Mediastruction. Nearly two decades ago, a group of top brand CMOs met secretly in the Procter & Gamble conference room. The topic: How do we change the arbitraged system […]
Data clean rooms are secure – that’s the whole point. But they’re not always flexible or scalable, said Jason Manninghan, CEO of advanced TV data platform Blockgraph, which is jointly owned by Comcast, Charter and ViacomCBS. TV advertisers in particular need a wide range of capabilities in order to tie media spend with viewing and campaign […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Please, Mr. President Google is asking President Biden to take action as European regulators pursue more robust regulation of the industry. (Where did we leave our tiny violin?) According to CNBC, Karan Bhatia, Google’s VP of government affairs and policy, said in a blog […]
TV measurement is hamstrung by household-level data. Despite the scale of set-top box and smart TV data, there’s no easy way to connect ad exposure on a television to a specific person within a household. “And if you don’t break TV data down to the person, it’s very difficult to do cross-media measurement or run […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Rob Aksman, chief strategy officer at BrightLine. Unlike in the tech-inhibited world of pre-connected TV, CTV has the power to unlock precise measurement and targeting at scale. In most US households today, TV content is […]
