SEVILLE — Kantar Media helps advertising businesses measure the reach of content across many media. The new challenges are measuring digital screens and tying together measurement of multiple screens.

Speaking with Beet.TV, CEO Andy Brown explains Kantar Media’s approach to new TV and video platforms:

“It’s a process of evolution, there’s a roadmap:

  1. “We start with ‘Extended TV’, which is inserting tags in the online players and capture people who are watching the online version of TV content, and the ads.
  2. “The next stage is to start to include all online video for a Total View.”

The new approaches are the result of an alliance struck between Kantar and comScore in 2015, which includes another program.

At the I-Com Global Forum, comScore and Kantar brief delegates on the roll-out of Total View in the Netherlands and of Extended TV measurement in Spain and the Czech Republic.

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis. Please visit this page for more videos from Seville.