2019 was the year during which the proliferating range of options for buying targeted TV ads proved enticing but confusing for marketers.
That precipitated a range of initiatives, collaborations and consortia aimed at making things simpler, achieving scale and reducing the number of players buyers need to work with.
But, outside of the US, things are already neatly packaged in this way.
That is according to Matt O’Grady, chief commercial officer of Nielsen Global Media, the media measurement house.
Matt O’Grady relocated to London earlier this year, after a decade with the company in New York.
In this video interview with Furious Corp CEO Ashley J. Swartz for Beet.TV, he says: “The nice about all of the international markets outside of the US is that they usually either have a committee – a joint industry committee, or an informal committee – that decides on one particular measurement company to come in and be the measurement provider for TAM or for digital or for advertising intelligence. And I think that model works quite well.”
In 2012, UKOM (the UK Online Measurement Company), which uses both a panel and a tag-based census network to measure online audiences, picked comScore to replace Nielsen as its provider.
Earlier this year, BARB (the Broadcasters’ Audience Research Board) selected Kantar Media to provide in-home broadband “router meters”, allowing BARB to distinguish between broadcaster-VOD service viewing and PVR viewing, and to better measure smartphone viewing.
Nielsen’s Television Audience Measurement (TAM) is deployed in 12 other European countries.
“What people really need to measure is the streaming content on any device in or out of the home, they need to measure both the content and the ad,” O’Grady adds.
“Measuring streaming ads for connected or over-the-top or IP is more difficult. But Nielsen does have an international solution that allows us to measure both in-home viewing, any streaming in or out of the home, and requires the broadcaster or the distributor to cooperate with us to ensure that we collect all of that viewing.”
This video was produced in London at the Future of TV Ads Global forum in December 2019. This series is sponsored by Finecast, the global addressable TV company that is part of WPP. For more videos from the series, please visit this page.