Friday

Why TV Measurement is Key to Programmatic TV

One of the most vexing issues in media today is measurement. In particular, TV measurement of long-tail and niche networks has been a source of frustration for years. And with the proliferation of platforms and devices, finding an industry-standard form of cross-platform measurement has become a paramount effort.

What metrics best represent viewer behavior and consumption patterns? How can the industry most effectively use segmentation to augment (or even replace) the standard age-gender proxies for buyers and sellers of content? Should we standardize to ratings, reach, and frequency or delivery in order to tie together cross-platform usage? All these questions remain as relevant as they are challenging.

According to AdExchanger, measurement in the programmatic marketplace might be the key to success, as well as a formidable opponent to linear television legacy measurement systems. As they state, “From a television purist’s perspective, TV doesn’t need programmatic solutions. It’s just a myth that will create sales channel conflict and cheapen the value of what is an extremely limited source of inventory. Old media companies have TV sales teams who are doing quite well selling ads the old-fashioned way. They are resistant to introducing data-driven advertising beyond basic demographic information based on Nielsen ratings, with a possibility of a secondary guarantee.”

Read the full article on the Videa blog.

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