Cross-Screen Metrics Don’t Have to Be ‘Perfect’ to Be Effective: Wavemaker’s Rinaldi

Whether viewers watch traditional linear TV or have shifted to streaming services, they’re still spending a significant amount of time with the biggest screen in their households. The change in consumption habits has spurred a need for measurement methods to capture demographic-based or audience-based buying. “The screen itself hasn’t lost consumption. The TV screen has […]

 
 

Ad Attribution Is Gateway to Cross-Screen Measurement: Unilever’s Jennifer Gardner & GroupM’s Matt Sweeney

As people divide more of their time spent with media among a wider variety of devices, cross-screen measurement has become a key pursuit for marketers and advertising agencies. Any improvement to those metrics starts with setting some common standards that help to define how audiences are counted. “People are hearing what advertisers are needing in […]

 
 

Panel Data Provide More Complete Picture of Viewing Habits: Comcast’s Claudio Marcus

Consumers have more ways to watch video than ever before, making it more difficult for advertisers to measure those viewing behaviors. Surveying consumers in a panel helps to supplement sources of viewing data, including set-top boxes and automated content recognition (ACR) from smart TVs and other connected devices. “The reason the panel remains critical is […]

 
 

Unified Audience Measurement Starts With Identity: Nielsen’s Karthik Rao & GroupM’s Matt Sweeney

Measuring the viewing habits of U.S. consumers has become more challenging as they divide their time among linear TV and streaming video, and among devices including smartphones. Advertisers want greater assurance of that they’re reaching deduplicated audiences instead of possibly overwhelming them with the same message over and over. “We want to make sure the […]

 
 

TV Measurement Is Evolving As Viewing Habits Change: Execs From Nielsen, Forrester, Comcast, Wavemaker, Essence and GroupM

A healthy advertising ecosystem includes advancements in cross-screen measurement that help marketers to improve the efficiency of their media buying. Several industry executives discussed the status of measurement in a fragmented marketplace when they gathered on June 23 for the Global Forum on Responsible Media, This video is a summary of interviews with executive who spoke […]

 
 

Panel Data Provide More Complete Picture of Consumer Habits: Nielsen’s Kimberly Gilberti

Consumers have more ways to find their favorite programming among viewing devices and services. The growing fragmentation of the media market challenges advertisers to obtain a more unified view of people’s viewing habits. “The lines between what traditionally has been referred to as ‘television’ or ‘digital’ are becoming increasingly blurred,” Kimberly Gilberti, senior vice president […]

 
 

Ad Fraud, Viewability Are Still Key Concerns for Advertisers: Essence’s Adam Gerber

WPP’s GroupM seeks to make advertising work better for everyone — marketers, consumers and media — with a media-buying framework it calls “Responsible Investment.” The effort aims to advance brand safety, data ethics, responsible journalism, sustainability and diversity, equity and inclusion. Improving the media ecosystem requires tackling ad fraud and improving measurement methods to help […]