CANNES – The television industry is open to finding multiple ways to measure how consumers are viewing advertising, especially as they spend more time watching streaming video. Multiple companies have emerged to provide the tools to set the value of ad transactions amid the shifting media landscape.
“Measurement is confusing because there’s a lot of novelty in the space. We have a lot of new entrants that are bringing new methodologies, new datasets to life and are doing very new things,” said Travis Scoles, senior vice president of advanced advertising at media company Paramount.
“Right now, we’re getting closer, faster, to having all of those things that I think this industry has seen in any of our lifetimes, ” he said in an interview with Beet.tv’s Andy Plesser at the Beet Villa during the Cannes Lions International Festival of Creativity.
The growth in measurement startups comes as Nielsen, the dominant provider of TV ratings since the early 1950s, is developing a cross-platform service called Nielsen One. It also is seeking to regain accreditation for its national and local audience metrics from the Media Rating Council, a measurement watchdog group.
“What we really do believe is that advertisers will select datasets that they’re going to be able to plan, guarantee, activate and measure against consistently,” Scoles said. “Nielsen One for some advertisers that would be a great fit. If we really want to talk about a multicurrency future, I think it’s naive to think that Nielsen is not going to be a big part of that conversation.”
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