How detailed do you want to be about the way you measure your media effectiveness? And how can you patch together technology infrastructure to get you there?

That was the subject of a conversation between Tim Castree, GroupM north America CEO, and Howard Shimmel, president of his own Janus Strategy & Insights at Beet Retreat in the City, “We’re Going Local!”.

Asked by Shimmel about measuring how many viewers saw a TV ad, Castree replied: “I do think it’s just a simple agreement about math.

“Let’s just say (it’s) 60% likely that … the person we wanted to reach in that household saw that impression, even though we don’t know precisely.

“Let’s just agree some of those things – and I don’t think it’s complicated. It doesn’t require a lot of technology. It’s a simple agreement about a math-based kind of framework for translating things back to a common impression standard.”

Castree had another framework to offer, too – a three-pronged approach to being able to transact ad impressions across platforms:

  1. A standardized approach, based on video impressions.
  2. A definition for numbers of impressions delivered against a currency.
  3. A calculation of where audiences were reached with certainty.

This video is part of a series from the Beet Retreat in the City, “We’re Going Local!” hosted by GroupM Worldwide and sponsored by Amobee, Comcast Spotlight, TVSquared and WideOrbit. Please visit this page for additional segments.