NEW YORK — Americans are watching nearly 35 hours of video per week across various screens, and that’s why Nielsen and others are trying to find the best approaches to measuring cross-platform consumption, says Andrew Feigenson, Senior VP Ad Platforms and Networks at Nielsen.
Beet.TV contributor Ashley Swartz spoke to Feigenson at the Beet.TV Leadership Summit on Digital Video Advertising in an RTB World about measurement strategies, media mix modeling and cross-platform ratings.
TV viewership has been growing for decades and it’s still strong; but as other mediums come into play advertsers want to understand reach across platforms, Feigenson explains. “With online campaign ratings, you need an equivalent GRP and you need it at a granular level so it’s meaningful in a world of real-time buying,” Feigenson says. Understanding audiences can help make the equivalency comparison easier, he adds.
Ideally, media planners need tools to understand if they’re reaching the audience, if the message is resonating with the desired “top funnel” or brand impact, and the sales lift of the campaign, Feigenson adds. “There are lots of models to figure out the right reach and frequency. The important thing is to understand the effect of what you’re doing.”
This Beet event took place at the Manhattan offices of GroupM and was presented by TubeMogul.