measurement
Attain’s Brian Mandelbaum: to Break ‘Performance vs. Branding,’ Focus on Accountability
CANNES – Strolling down the Croisette a few weeks ago, Attain Co-founder and CEO Brian Mandelbaum received one overwhelming message: outcomes are everything. For the head of the consumer transaction data analytics company head, that represents a fundamental shift from just a year ago. “I’ve been walking around Cannes for the past five days, and […]
Teads’ Neala Brown: The Real Reason Attention Metrics Matter So Much at the NewFronts and Upfronts Talks
Is there anything getting more attention than attention metrics in conversations among advertisers, agencies and media companies during the ongoing NewFronts/Upfronts season? For Neala Brown, SVP for Strategy & Operations at Teads, it’s about time. And there’s still so much to talk about. After years of research and development, attention metrics are evolving from an […]
Publicis Media’s Samantha Lim: Brand Safety and Measurement are Key to Gaming Ad Growth
For many advertising and media industry veterans, gaming still feels new, despite its steady rise over the last two decades. In part, that’s due to the vast differences between it and more traditional media. But as Samantha Lim, SVP, Gaming Strategy & Innovation, Publicis Media, says homing in on the values that gaming offers to […]
Mediahub’s Piner: TV Advertising Requires a “Human-First” approach
Too often, media buyers see potential customers as ‘users’ or targets.’ They forget that advertisers are in the business of telling stories to real people. That’s the assessment of Michael Piner EVP, Advanced Advertising Mediahub. “The idea here is, that we’re trying to get to humans. Not screens, not platforms. Humans,” he told Beet.TV. “Their […]
Next in Measurement Currency: “Empathy at Scale” Mindshare’s Data Chief Shane McAndrew, on the #BeetCast
Measurement in an omni-channel media world is increasingly complex with the changes in cookies, mobile identifiers and new privacy regulation. But what is he personal, unbiased impact of advertising? For GroupM’s Mindshare, it’s about measuring “empathy” as registered by biometric feed back. It’s called the NeuroLab and it’s the the largest longitudinal panel in the […]
Nielsen To Reboot Content Ratings Next Year
FORT LAUDERDALE — Audience measurement outfit Nielsen is gearing up to measure linear and digital audiences in a new way, that recognizes a distinction between viewers of content and viewers of ads. In this video interview with Beet.TV, Nielsen planning and precision SVP Eric Solomon says the company’s Total Audience suite – which already includes the cross-platform […]
Keep Measurement Simple: OMD’s Winkler
It’s a world in which more data can be measured than ever before – and marketers are on the cusp of being able to thread them all together. But, just because they can’t quite yet, they shouldn’t be hard on themselves. That was the view of panelists convened at an industry discussion. “There are too many areas that […]
Nielsen Bakes Measurement In To OTT Video Boxes
If you thought mobile advertising was hard to measure, Nielsen reckons over-the-top TV and video services is much harder – so it aims to integrate its ad measurement systems with box makers at the system level. “Over-the-top is a really challenging space,” Nielsen product leadership SVP David Wong tells Beet.TV in this video interview. “A year or […]
Nielsen, eXelate Will ‘Co-Build Products From Day One’: Zagorski
Media measurement firm Nielsen and programmatic ad tech outfit eXelate had already worked together for five years before the former’s acquisition of the latter this March. Now they are working on the same journey. “We act as their data management backbone, taking a lot of their offline data and activating it in the programmatic world,” eXelate […]
Quantcast Brings Its Data Play To The Table: SVP D’Souza
Quantcast is known for helping brands measure their website performance. Now it is also trying to offer “Big Data” services to clients. “We see consumers in the US around 800 to 900 times a month – we process around 30 petabytes of data every day,” according to company SVP Adrian D’Souza. “We’re able to predict very well what […]
Nielsen’s Hohman Ready To Measure Netflix
Netflix may not want to open up its audience ratings to industry onlookers – but that doesn’t mean measurement houses aren’t trying to put some numbers on the video behemoth’s growth regardless. “We are actually going to be able to have measurement for content that’s playing on Netflix because we have the audio tags – […]
Nielsen To Measure Smart TV’s In 2015: Feigenson
FORT LAUDERDALE — The coming digitzation of TV may seem set to pave the way for measuring audiences in a digital manner used to internet media houses – but Nielsen is stating its case for a panel-based approach it seems set to launch later this year. “We’re dedicated to having a solution to smart TVs […]
Innovid’s Chalozin Open Source Software Cleaning up Video Ad Fraud
The consortium of video ad tech companies which set out to harmonize measurement standards using open-source code is celebrating its first anniversary having grown its membership six-fold, says one of the founding members. OpenVV launched a year ago under the auspice of TubeMogul, Brightroll, Innovid, LiveRail and SpotXchange to open-source software for measuring true video viewability, […]
Nielsen’s Hasker: Mobile Measurement Is The Future Of Our Business
Nielsen’s mobile video future starts this coming October. That is when the measurement firm will start quantifying mobile TV viewership following the recent announcement of the addition, says the company’s global product leadership president. Nielsen will fold mobile viewership in to its C3 TV ratings system in the fall. Before that, it will give its Online Campaign […]
Rovi Wants Advertisers To Slice Audiences In To Small Segments
LOS ANGELES — You can’t move these days for ad tech vendors espousing the virtues of data-based targeting. Amongst that pack is Rovi, which launched its Audience Management Solution suite this January. “The entertainment industry has been slow to embrace big data and analytics,” says Rovi’s analytics product and technology VP Matthew Emans. He says […]
comScore’s ‘Five-Screen’ Measurement Launching Late 2014
Media measurer comScore will syndicate its ambitious program to track audience consumption across five device types with a common currency later this year. “We’re about to deliver the product (Project Blueprint) to CIMM, that’s phase two,” says comScore chief research officer Josh Chasin, referring to the Coalition for Innovative Media Measurement (CIMM), a group of leading […]
Nielsen’s Mobile Video Measurement Coming This Summer
Nielsen will launch a new system for advertisers to measure the audience for mobile content and video properties this coming summer. “It’s all about mobile – it’s explosive,” the company’s global product leadership president Steve Hasker tells Beet.TV. “We have developed and are now testing the first industrial-strength robust measurement system for video and other types […]
Viacom’s Spina Wants Unified Social Data Measurements
A single currency for measuring the impact of social interactions with brands would help eliminate confusion in the marketplace, says Viacom Media Networks’ integrated marketing EVP. “There’s a collection of third-party data reporters in addition to first party,” Dario Spina tells Beet.TV. “There’s a lot of confusion on … the data results you want to […]
Nielsen’s Hohman: Cross-Platform Ads Are More Effective
“We really are at a cross-roads for the industry,” Nielsen agency solutions EVP Dave Hohman tells Beet.TV. “Ad agencies are looking to be able to provide integrated, multi-screen campaigns – they tend to be much more impactful from an ROI (return on investment) standpoint than mono-media planning.” The problem? Ad planning hierarchies are “siloed”, Hohman reckons: “The […]
Nielsen’s Hohman: TV Nets ‘Hungry’ For Cross-Platform Data
VIEQUES, PR — Advertisers are keen to to buy campaigns across TV show makers’ many multi-media tentacles – but do TV networks know how to price a cross-platform show. That’s where measurement comes in, says Nielsen’s agency solutions EVP Dave Hohman. “Lots of agencies and advertisers are asking for integrated multi-screen campaigns,” Hohman tells Beet.TV. “It’s […]