But now advertisers are demanding more.
In this video interview with Beet.TV, Josh Chasin, who recently left as Comscore’s chief research officer to become VideoAmp’s chief measurability officer, explains how brands are getting more demanding about measuring effectiveness.
“I’ve thought about this as a migration in our industry from measurements to measurability,” Chasin says.
Having recently chaired a recent Market Research Council panel, Chasin became convinced that traditional media research and audience measurement are changing.
“Originally, we (in the industry) thought … that cross-platform measurement meant you take the TV ratings and the digital ratings and you push them together,” he says.
“Time passed and I think that we’ve started thinking about cross-platform measurement as following television (and) video wherever it goes. While this was going on, I think that the goalposts moved.”
Instead, marketers are now unpicking measurement and asking for more granular detail for each ad impression:
Chasin recently left Comscore for VideoAmp after 13 years as chief research officer.
In the move, Chasin says the trends he is discussing even affected his choice of job title, with the emphasis on “measurability” over “measurement”.
VideoAmp aims to help advertisers and media owners plan, package, execute and measure the success of de-duplicated and precisely targeted campaigns that reach linear TV, VOD, OTT and digital consumers.
The LA-based company recently built a platform that unites smart TV audience behavior data from ACR with set-top box viewing data from 38 MVPDs.
Chasin was interviewed remotely.
]]>Times have changed. A lot. With devices proliferating, online life is no longer about the computer in the study – so comScore is making a move to capture everything, with a new product called Total Home Panel.
“We’re moving the measurement from the machine out to the router,” chief research officer Josh Chasin tells Beet.TV in this video interview.
“You put a router meter in a household, and now you can measure, from the same household, all the computers, all the phones, all the tablets, but also all the watches, all the smart watches, all the OTT devices.”
The move will give comScore much better insight in to how households really use the modern internet – at least, at home.
Chasin says it means, one day, comScore will probably report on usage of connected thermostats, Sonos music speakers and more.
Because not all TV is online yet, comScore, which recently merged with TV measuring agency Rentrak, plans to put a TV monitoring meter in half of Total Home Panel households, giving it a deeper viewer in to broad media consumption.
This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis. Please visit this page for more videos from Seville.
]]>But the whole industry will have a sector-wide agreed GRP within a year, according to an advertising representative.
“Now that everyone is agreeing that GRPs are an important part of the buying and selling process, we need to have a consistent standard for how those products should be built and be transparent and accountable,” said IAB research, analytics and measurement SVP Sherrill Mane.
“The industry just last week had a kick-off meeting with the MRC (Media Ratings Council) to write the standards for digital GRPs.” Asked when the sector-wide system would be implemented, Mane said: “Having been through a number of cycles of measurement change in media probably a year or two.”
ComScore chief research office Josh Chasin, whose company offers its own GRP system, welcomed the news: “That’s a great message. There is a process and we need to get through that process together.”
They were speaking at the Beet.TV Video Ad Fraud Leadership Summit. TubeMogul was the presenting sponsor of the summit. Find more of the summit videos here.
]]>ComScore chief research officer Josh Chasin characterizes it as “arms race”: “You have the good actors working to eliminate fraud, you have the bad guys working to get around whatever the good guys are doing.”
New technology vendors are vying to give ad buyers greater insight in to which ad clicks or views have really come from consumers.
“2014 is the year of fraud,” Chasin adds, referring also the the fightback against fraud. “I think we’re going to start to make some progress this year.”
Chasin was speaking at the Beet.TV Video Ad Fraud Leadership Summit during this discussion with IAB research, analytics and measurement SVP Sherrill Mane and Matt Prohaska of Prohaska Consulting. TubeMogul was the presenting sponsor of the summit. Find more of the summit videos here.
]]>Who will win? That’s the wrong question to ask, says an exec from the comScore side.
“The market has come to believe it’s very tidy when everybody but one guy goes out of business,” says chief research officer Josh Chasin. “It’s not going to happen in digital. Everyone but one guy is not going to be forced out of business – the economy is very different.”
Chasin says comScore’s VCE is advantaged by validating audience demographics against more than one source (Nielsen’s OCR uses Facebook for that).
Even if either side forces the other out, it won’t necessarily become more valuable, Chasin adds: “If there are two services and one goes away, the service left hasn’t all of a sudden just become extremely right – it’s just become the only place I can look.”
We spoke with him at the Beet.TV Video Ad Fraud Leadership Summit where he was a panelist, interviewed by Matt Prohaska of Prohaska Consulting.
]]>“You’ll see headlines, ‘X% of all video inventory is fraudulent’,” Chasin tells Beet.TV. “Oftentimes, that is inflated because of how the company in question tracks video fraud
“Think in terms of dollars as opposed to number of impressions. Most of the fraud is in long-tail, exchange inventory, 300-by-250s, as opposed to in in-player.
“If you’re asking about a premium publisher – one of the TV networks, YouTube or Hulu – and that’s where the money goes – you’re going to see 1%, 2% non-human traffic. It’s not as bad as everyone’s saying.”
We spoke with Chasin at the Beet.TV Video Ad Fraud Leadership Summit where he was panelist.
]]>“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 TV, agency and advertising companies looking for new metrics innovation.
“Phase three, which should be later in the year, (is) we’ll start syndicating that product to buyers and sellers.”
Chasin says Blueprint sets out to measure audience activity across TV, computers, phones tablets and radio. It was developed by comScore initially with Arbitron at ESPN’s request.
He was interviewed at the BrightRoll Video Summit. You can find more coverage of the BrightRoll summit here.
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