Cross-Screen Identity Rests On Cooperation, Not Technology: Comscore, NCC Media, Nielsen

A big conundrum in cross-screen audience targeting is the need for cooperation across a multitude of potential partners even as the number of partners continues to multiply. And technology itself isn’t the white knight it was once thought of, judging from a panel discussion at the recent Beet.TV leadership forum. The panel titled Making Identity […]

 
 

Marketers Should Not Expect One Central Identity Graph: Comscore, NCC Media, Nielsen

Marketers that are seeking to better understand consumers’ identities need to start by earning consumer trust and then build platforms that are “privacy by design” were two main takeaways from a panel at the recent Beet.TV leadership forum. It seems likely there won’t be one central identity graph for each person judging from comments by […]

 
 

Reach, Frequency And Duration Across Media ‘Fundamental’ To Business Decisions: Nielsen’s Hogue

A continuing theme on the demand side is the desire to know how digital media and television can best work together. It boils down to “a need for more consistency and better fluency between the different measured media,” says Nielsen’s Jessica Hogue. It’s commonly expressed as how does digital media complement or overlap reach, Hogue, […]

 
 

Beyond The Last Click: Nielsen’s Krepsik

Since time immemorial, digital marketing has credited an online conversion to the last click a user made before the purchase was made. But that doesn’t just ignore the plethora of exposures a consumer may have had to a marketing message prior to the last click; it also arguably fails to utilize the growing number of […]

 
 

Mapping Identity is the “Holy Grail” in the Advanced Television Universe — Coming into Focus on March 5 at Beet Forum

The need for industry collaboration is a consistent theme when advanced television is discussed. Nowhere is this more salient than in the quest to determine the identity of individual viewers and design unduplicated reach curves for advertising. Because while unduplicated reach has been attainable in digital media, “when we start to include television or traditional […]

 
 

Turner’s Rockwood: Better Cross-Screen Measurement Means Easier Transactions

Given the complexity of the premium video marketplace, “It’s just been messy to do business,” says Turner’s Beth Rockwood. But that doesn’t mean complexity is necessarily a bad thing. For nearly 10 years the industry has been aware of the challenge of “needing to do something different and better,” Rockwood explains in this interview with […]

 
 

ARF Research Will Develop Cross-Platform Measurement, Attribution Standards: CRO Donato

The ARF is devoting 2019 to working with its members on empirical research that can help to shape industry standards for cross-platform audience measurement and advertising attribution. Until then, tension will exist among the buy- and sell-side, along with the plethora of companies offering measurement and attribution solutions. The latter was evident at the recent […]

 
 

Holistic, Cross-Platform View Presages Measured Business Outcomes: Nielsen’s Clarken

LAS VEGAS–At this stage of cross-platform advertising, Nielsen has positioned itself to comparable advertising measurement components. It’s up to the industry to solve “for those sets of rules that pulls the measurement together,” says Nielsen Global Media President Megan Clarken. The end goal is “how you can get a holistic view from television viewing across […]

 
 

On The Edge Of Scale: Disney, Amobee, Nielsen Execs Weigh In

SAN JUAN — Ad spending on over-the-top (OTT) TV was expected to increase 40% to $2 billion in 2018, with addressable TV spend reaching $800 million, according to Magna. That means spending on addressable TV – with which buyers can use advanced data and return path to more precisely target viewers and households – would represent only […]

 
 

In Expanding CFlight Portfolio-Wide, NBCU Systems Set To Progress: EVP Vazirani

As it looks to expand its CFlight all-screen audience measurement currency to its entire portfolio in 2019, NBCUniversal is finding that upgraded transactional systems are key to CFlight’s implementation. “I think everybody conceptually believes in this,” says Kavita Vazirani. “I think the challenges have come in the systems. That’s where the harder conversations have been.” […]

 
 

Nielsen’s Hohman Explains Foundational Currency, Monetization Metrics

SAN JUAN, Puerto Rico—In the complex and confusing world of advanced television and more precise audience targeting, everything starts with a foundation constructed of currency data, according to Nielsen’s Dave Hohman. Atop that foundation can sit a variety of “metrics to monetize,” he explains in this interview at the recent Beet Retreat 2018. The currency […]

 
 

New FreeWheel DRIVE Platform Unifies Measurement Across Total TV Reach

ORLANDO—FreeWheel’s DRIVE is a new suite of advanced advertising solutions designed to provide the “missing link” to reaching OTT and VOD viewers: holistic measurement. By partnering with Nielsen and its Digital Ad Ratings (DAR), buyers can apply age and gender targeting and/or measurement and guarantees to advanced TV campaigns. “We’re trying to put this all […]

 
 

Commonality Of TV Audience Segments Will Ease Buying Friction: Nielsen’s Abcarian

Because there is no fluidity of audience-based television buying to insure a common, consistent definition across buyers and sellers, friction is the byproduct. “And I think that’s what’s going to drive frictionless buying. Education and a common language so that everyone is speaking against that common building block,” says Nielsen’s Kelly Abcarian. The SVP of […]

 
 

NCC Media’s Advanced TV Goals: National Capabilities, One Infrastructure

From its roots aggregating spot cable television buys for advertisers, NCC Media has learned how to “rationalize the irrational.” This will certainly come in handy as it expands beyond linear TV into digital. “Historically, we were seen as just an ad rep organization and what we’re trying to do is build adtech underneath it that […]

 
 

Brands Bring Own Data To Autonomous Ad Party: Nielsen’s Garbaccio

The last few years saw an explosion in the use of data sets bought from third-party organizations for ad targeting. But, in 2018, brands can use their own marketing data to target ads, too. In this video interview with Beet.TV, Nielsen EVP, Advertiser Direct & Marketer Cloud Damien Garbaccio observes three trends affecting brands: “Brands are […]

 
 

New Nielsen Gracenote Solution Yields Mobile Video Viewing Behavior Data

Nielsen’s Gracenote unit has a new Mobile Video Analytics solution embedded in mobile phones that provides a range of information on the quality and performance of the most popular mobile video streaming applications. It uses a combination of proprietary video quality and performance testing with real-time usage data from thousands of people in more than […]

 
 

Hulu Hopes comScore’s Campaign Ratings Quantify Shared Viewing

With 78% of its viewing happening on living room television sets, Hulu has a big stake in solutions like comScore’s soon-to-launch Campaign Ratings tool for measuring de-duplicated, cross-platform audiences. “I would say that there has been a lot of progress” in cross-screen measurement, says Hulu’s Julie DeTraglia. “I will give the industry all of the […]

 
 

Matt Prohaska Tracks OpenAP Uptake, Impact Of GDPR In EU

CANNES – With a background in sales at Turner and having participated in Upfront negotiations before the advent of digital media, Matt Prohaska has a unique perspective on OpenAP. Despite “a lot of energy and excitement” about the audience targeting consortium, he thinks it’s still ramping up during this year’s Upfront. “What we’re hearing from […]

 
 

Audience Panels Correct Big Data Errors: Nielsen’s Hohman

CANNES — Media measuring has come a long way since the days of audiences filling in a weekly diary of their TV consumption, or strapping a funny box to their media device. Now measuring media consumption is just as likely to be about taking actual raw data from publishers and networks. But that doesn’t mean […]

 
 

Next Up For Nielsen: Measuring Podcasts

CANNES — If you believe the hype, podcasts right now are one of the fastest-growing media in the market. Edison Research’s The Podcast Consumer, the most oft-cited proofpoint, now suggests weekly podcast listening has grown to 17% of Americans aged 12 or over, with a balanced gender split. More and more publishers are falling over […]

 
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