A true multi-screen measurement system would open new opportunities for marketers in digital advertising by re-aggregating fragmented audiences, says Jonathan Bokor, Senior VP and Director of Advanced Media at MediaVest, during an interview taped at the recent Beet.TV executive retreat.
While consumers are watching video across multiple devices, the so-called “digital convergence” is only happening in viewing. Ideally, convergence will move into measurement as well, he says.
“The [new screens] all being measured separately and representing clients working in an agency, we’d like to see multiscreen measurement so we can see how many times we are reaching viewers uniquely versus how many times we are exposing them again,” Bokor tells us. That sort of insight would be a tremendous leap in efficiency and effectiveness. He adds that he’s a huge fan of addressable TV as well for the same reasons. “If you can eliminate the people who I don’t think I can persuade and just include the people I think I can persuade…there is a tremendous amount of efficiency, if you can pay less for reaching that smaller group,” he says.
More efficient multiscreen measurement also helps marketers reaggregate fragmented audiences. “That’s why we should be talking about targeting and unduplicated reach,” he tells us. “I’m a big believer in reaggregation and one way to do that is a common measurement platform.”