The annual Advertising Research Foundation’s (ARF) AudiencexScience
conference is a must-attend for anyone in the media, research, data,
and advertising industries, and especially those interested in TV
audience measurement. This year, the agenda was stacked—industry players
covered the transition of short-form ads from digital-only platforms to
TV, as well as issues of privacy, especially in the wake of the recent
GDPR legislation—but here, we’re going to focus on cross-platform
measurement strides and challenges.Arguably one of the most vexing problems in standardizing cross-platform measurement is the lack of consensus on what the metrics and edit rules should be. Should the industry retain age and gender as the basic metric? And, if so, how does that reconcile across platforms?
Chris Squire, senior director of product management at Samba TV, explained that “a digital impression doesn’t mean the same thing as TV-based impressions. There needs to be distinct frequency reporting and a common definition for impressions,” to then be able to measure across platforms, he said.
Yet, maybe impressions no longer apply. Linda Yaccarino, chairman of advertising and client partnerships at NBCUniversal, believes the time has come to challenge age/gender legacy metrics. “We are in the outcomes business. All bets are off as it relates to legacy,” she stated. “If anyone can get it right it should be Nielsen,” she added, but it may not be one single commonly accepted measurement. “The days of a single currency proving impact is not the way the industry is going to go,” she concluded. For ARF CEO and President Scott McDonald, “the real currency is attention and emotion.” But how do we best measure that?
Read the full article at the Videa blog.
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