MediaCom’s Brook Uses Mobile To Prove Consumer Footfall

Digital media have become infinitely trackable. But what if you want to track a consumer from a web property to a bricks-and-mortar one? And what if you want to figure out whether an online ad buy really motivated an in-store purchase? These days, that kind of digital-to-physical attribution is totally achievable, and agency Mediacom is […]

 
 

Media Rating Council’s George Ivie: Cross-Media Standards By Early 2018

The early 1960’s were interesting times for radio and television, as Congress considered regulating audience research. How simple those days must seem now that the Media Rating Council—formed as the media industry’s self-regulating body—has tackled cross-media audience measurement. This becomes more evident when one considers that the MRC is still dealing with standards for digital […]

 
 

NBCU’s Rosen Aims To Take Audience Targeting To The Next Level

It is now two and a half years since NBCU launched its Audience Targeting Platform (ATP), a way to let advertisers use data to reach specific audiences. In that time, the company has offered up viewing data from 22 million Comcast set-top boxes, combined with other data from first- or third-party sources, to help marketers […]

 
 

Nielsen’s Hogue: OTT TV Measurement Is A Journey

The complete cross-platform view of audiences’ consumption may not be fully in place today, but the industry is getting there, says a Nielsen executive responding to concern from a leading programmer. Speaking with Beet.TV, Disney-ABC Television Group’s multiplatform research director Brian West had said the current state of multiplatform measurement was not good enough, and […]

 
 

Disney-ABC’s Brian West: TV Measurement Must Be Platform-Agnostic

When is good enough not good enough? For Brian West, it describes the current state of measuring viewing audiences on mobile and connected-television devices. “There still is this tendency to prioritize measurement on desktop and kind of treat mobile and connected TV as also-rans in the measurement space,” says West, who is Director, Multiplatform Research, […]

 
 

comScore Tracking TV Viewing Data in 35 Million Home with Charter/Spectrum Agreement

If bigger is better for companies like Charter Communications and Time Warner Cable, it’s also a boon to cross-platform measurement providers like comScore. Often overlooked by headlines heralding the continued merging of cable providers are the gains made in tracking consumer behavior and the ability to match it with product and service consumption—benefitting both programmers […]