SAN JUAN, PR — After much talk, the era of multi-currency TV planning may really be dawning.
That is just in time for an industry that is seeing more and more publishers light-up advertising channels.
In this video interview with Beet.TV, Michael Piner, EVP, Advanced Advertising, Mediahub Worldwide, says what is changing.
Embracing ads
“You have have some of the biggest companies now embracing advertising and ad products and looking to generate ad revenue, acquiring content like sports,” Piner says.
“I think it’s pretty clear that we’re moving to a multicurrency world and industry, which is terrific.”
Mediahub is an IPG media agency that has just been “formally aligned” under the parent’s Mediabrands, bringing it into closer proximity to the latter’s clients.
Mediahub Formalizes Alignment with IPG’s Mediabrands to Continue Next Phase of Global Growth
Joint collaboration
Piner says a recent industry collaboration cements the industry’s new sense of working together.
Earlier this year, US national TV programmers Fox, NBCUniversal, Paramount, TelevisaUnivision, Warner Bros. Discovery and the Video Advertising Bureau (VAB) agreed to form a Joint Industry Committee (JIC) with OpenAP to create a measurement certification process for cross-platform viewing.
That comes as a response to the hole left by the removal of Nielsen’s MRC accreditation, and the growing interest the companies are taking in an array of alternative measurement providers.
Despite a swathe of consortia and initiatives aimed at smoothing the measurement problem in recent years, the US had not seen a JIC, which has been more commonplace in European markets, sometimes at the instigation of governments and regulators which have driven industry collaboration.
‘Real progress’
“What’s exciting about 2023 is we’re finally seeing the industry and all players in the industry come together on this issue to really find common ground and consensus on basic standards and criteria that we need to have in place for currency-grade measurement,” Piner says.
“Where we’re really starting to see this come together and get some traction is the joint industry committee. Although it started with sellers and their trade organizations, buyers were invited and are now involved.
“We believe other players in this and other trade organizations will also be invited to the table. It doesn’t matter what order it happened in at all, but everybody coming together at the end of the day is the goal. Hopefully we’ll see that and it’ll gain momentum and we can make some real progress.”
You’re watching coverage of Beet Retreat San Juan 2023, presented by LiveRamp, Madhive, Magnite, Paramount, T-Mobile Advertising Solutions and VideoAmp. For more videos from the Beet Retreat, please visit this page.
