For marketers to move more money from TV to digital, they need true parity in measurement, says David Hohman, Nielsen’s agency solutions EVP in an interview with Beet.TV. “Parity is a consistent measurement across digital and TV. You need to be able to consider the devices, and you need to be able to attribute what’s being done on programs and in ads on the basis of how consumers are engaging in the content,” he explains in this video interview.
This sort of measurement can help with the overarching goal to achieve the so-called “three Rs” in marketing of reach, resonance and reaction. “Am I reaching my target audience? Am I engaging with the people I want to engage with and is it driving a desired action?” Hohman asks, in laying out the framework for both TV ads and video across platforms. Increasingly, agencies are planning not just on reach but on impact, he adds. “Agencies are going to want to find audiences and not by daypart. It’s going to be ‘I can deliver this audience across a variety of devices’…and then [the campaign] will be evaluated across the three Rs.”
For more insight on measurement, ad models, content and cross-platform marketing, check out this video interview.
Hohman was interviewed by Paul Kontonis, SVP at Collective Digital Studio at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.