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»TVSquared

NBCU Highlights Three Measurement Providers As Alternatives To Nielsen

NBCUniversal highlighted three streaming-oriented companies it is considering – Conviva, Dumbstruck and Truthset – to create a framework for alternative currencies as it prepares to move away from legacy TV ratings giant Nielsen as the industry’s single currency provider. Kelly Abcarian, NBCU’s EVP of ad measurement and impact, again called for “measurement independence” and for... Continue reading »
by Tony Rifilato // September 23rd, 2021 //
»
​​When the Old Guard Falls: TV Advertising Beyond Nielsen

"On TV & Video" is a column exploring opportunities and challenges in advanced TV and video.  Today's column is by Jo Kinsella, President, TVSquared. Since the dawn of TV, Nielsen ratings have been the gold standard for marketers. They measured the percentage of a group (e.g., women aged 18-49) or households in a particular designated... Continue reading »
by AdExchanger Guest Columnist // September 20th, 2021 //
»
Nielsen’s Shaky MRC Accreditation Could Accelerate Use Of Alt Currencies

Nielsen’s potential loss of its accreditation by the Media Rating Council as early as this week could fuel greater adoption of alternative measurement currencies that use advanced data and analytics rather than the traditional panel-based surveys the measurement giant is known for. Nielsen has long been accused of undercounting TV viewership. Recently, networks have expressed... Continue reading »
by Tony Rifilato // August 17th, 2021 //
»
DTCs And Traditionals: Learning From Each Other In The New Age Of TV 

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Darren Moore, VP and head of product marketing, TVSquared. The last few years have been lightning in a bottle for direct-to-consumer (DTC) brands, who are now investing in TV – but demanding more out... Continue reading »
by AdExchanger Guest Columnist // April 22nd, 2021 //
»
Missed Opportunities: Creative Testing For TV

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today's column is written by Kevin O’Reilly, chief strategy officer at TVSquared. It goes without saying that a creative can make or break an ad campaign. TV advertisers spend millions to create visually memorable, emotion-driven and even humorous ads... Continue reading »
by AdExchanger // July 2nd, 2018 //
»
TV Ads Breathe Life into Digital Channels

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Daniel Gulick, insights engineer at TVSquared. The 1979 hit song “Video Killed the Radio Star” focused on the passing of time, when “stars” created through radio programming were replaced by a new era of... Continue reading »
by AdExchanger // September 21st, 2017 //
»
Digital’s Brand-Safety Woes And Lessons From TV

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Kevin O’Reilly, chief technology officer at TVSquared. Digital has borne the brunt of recent brand-safety issues. While there’s been a lot of talk about offline taking cues from online to improve ad measurement and... Continue reading »
by AdExchanger // June 26th, 2017 //
»
Regulatory And Inventory Hurdles Cloud Programmatic TV’s Future

"On TV And Video" is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Hew Bruce-Gardyne, co-founder at TVSquared. It’s an advertiser’s dream to deliver targeted content via programmatic, and the industry is certainly making progress. However, legislative, inventory-level and operational obstacles need to be overcome to seamlessly... Continue reading »
by AdExchanger // October 10th, 2016 //
»
 

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