TV measurement is reaching an inflection point. But with all the saturation, there’s at least one thing most competing measurement providers can agree on: the importance of independent accreditation.
Nielsen has always “had a challenge with counting appropriately,” says Andrea Zapata, head of research, data and insights at WarnerMedia Ad Sales. That’s why WarnerMedia is going big on alternatives: VideoAmp, iSpot and Comscore.
Connected TV could learn from linear’s simplicity. As CTV becomes a dominant platform, advertisers should consider the ingredients that have enabled traditional TV to thrive for as long as it has, writes Joe Hirsch, general manager of SpringServe.
The era of single-currency television advertising is over. With billions in advertising dollars at stake, marketers must now use multiple premium video currencies to determine the effectiveness and value of their ads, writes Kevin Krim, CEO of EDO.
Media industry influencers wrote books about the impact of reach and the importance of reach over frequency. Even today, as media agencies share strategies to combine live/linear with streaming, the discussion often centers on “incremental reach.” But here’s the thing. Just about any reach calculation you see is an illusion, writes Marilois Snowman, CEO and founder of Mediastruction.
2021 was a year of reckoning for TV measurement. On AdExchanger Talks, we spoke with three of the most important names in the space about these tectonic shifts: the CEOs of Nielsen, VideoAmp and Comscore. Here are the highlights.
A growing number of companies are working to assemble all the building blocks needed for converged TV audience measurement. As solutions continue to emerge, these core building blocks will determine the effectiveness of measurement methodologies – and whether they can enable buyers and sellers to realize the full potential of converged TV, writes Jane Clarke, managing director and CEO of CIMM.
Nielsen’s recent missteps have been Comscore’s opportunity to make hay. At the height of the pandemic, Nielsen identified an unlikely trend that the amount of time American adults spent with media while stuck at home had actually declined. But Comscore’s data told quite a different story, says CEO Bill Livek on this week’s episode. When […]
When VideoAmp CEO and Founder Ross McCray first started reaching out to investors around seven years ago about his new company, they were less than impressed. “People hated the space,” McCray says on this week’s episode of AdExchanger Talks. “I would go and pitch our solution about the future and you’d have VCs saying … […]
Nielsen’s panel woes mean alternative measurement providers are having their moment. “We’re getting a lot of inbounds,” said Joanna Drews, CEO and co-founder of HyphaMetrics, a measurement startup that launched last year and now has a panel that’s working to scale to 5,000 homes and roughly 15,000 devices. But the recent wave of interest in […]
