FORT LAUDERDALE — Until now, effectively measuring digitally-bought video and TV ads has to discover true effectiveness has been a bit of a problem – but that’s set to change, according to US TV channel operator A+E Networks‘ digital analytics VP Lee Boykoff.
“There was a mature measurement system in place for TV. As we moved into mobile and connected device and set top box, we experienced some real challenges,” Boykoff confesses. “That has been a pain point, although it looks like the industry is making strides in that area.”
What were those pain points, exactly? Boykoff says: “I think there’s been some friction on the buy side because they’re not sure who owns the budget… is it digital, is it linear? In the next few months, we’ll be able to start measuring it with third parties to validate who we’re reaching, but over the last year or two we haven’t been able to do that.”
A+E encapsulates channels for A+E, History Channel, Lifetime, LMN, FYI and H2. The company moved in to catering to connected devices in 2014.
The firm is now working with Nielsen’s digital content ratings (DCR), comScore’s third-generation VideoMetrix and with Rentrak on video measurement.
“We’ve heard from our buyers that they want to understand unduplicated reach and frequency across platforms,” Boykoff adds.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
The panel was moderated by Nielsen’s precision and planning SVP Eric Solomon.
You can find more videos from the Beet Retreat on this page.