VIA BEETCAM — Time was, understanding the effectiveness of your ad campaign was all about using the available data.

But now advertisers are demanding more.

In this video interview with Beet.TV, Josh Chasin, who recently left as Comscore’s chief research officer to become VideoAmp’s chief measurability officer, explains how brands are getting more demanding about measuring effectiveness.

“I’ve thought about this as a migration in our industry from measurements to measurability,” Chasin says.

Having recently chaired a recent Market Research Council panel, Chasin became convinced that traditional media research and audience measurement are changing.

Times are changing

“Originally, we (in the industry) thought … that cross-platform measurement meant you take the TV ratings and the digital ratings and you push them together,” he says.

“Time passed and I think that we’ve started thinking about cross-platform measurement as following television (and) video wherever it goes. While this was going on, I think that the goalposts moved.”

Instead, marketers are now unpicking measurement and asking for more granular detail for each ad impression:

  • the device it appeared on
  • the household in which the device sits
  • which people were in front of the screen
  • what other impressions made it to that household, in order to understand unduplicated cross-platform reach
  • targeting characteristics that can be appended to devices, people and households
  • the effect of the impression on the campaign

Amping up

Chasin recently left Comscore for VideoAmp after 13 years as chief research officer.

In the move, Chasin says the trends he is discussing even affected his choice of job title, with the emphasis on “measurability” over “measurement”.

VideoAmp aims to help advertisers and media owners plan, package, execute and measure the success of de-duplicated and precisely targeted campaigns that reach linear TV, VOD, OTT and digital consumers.

The LA-based company recently built a platform that unites smart TV audience behavior data from ACR with set-top box viewing data from 38 MVPDs.

Chasin was interviewed remotely.