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.
]]>“When we talk to our clients, the number one ask is the ability to be able to track and report their audiences and their advertising across all the different platforms,” according to Manish Bhatia, chief product officer, in this video interview with Beet.TV.
To that end, comScore, with a heritage in digital measurement, recently merged with Rentrak, the TV measurement outfit, leading to what Bhatia calls “a more homogenized, more integrated product” in the next few months.
Beside cross-screen, viewability is Bhatia’s main challenge, having built in a number of ad tools for buyers, plus brandishing a Kantar partnership to work on the problem.
We have a partnership with them outside the US,” Bhatia adds, “where an advertiser can run an ad “campaign and between the two companies, we can track, ‘Did it run?’, ‘Where did it run?’, ‘Who saw it?’, then ‘What happened after the ad ran?’, and that means both the branding impact, and also, any sales lift that resulted from that ad.”
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.
]]>Speaking with Beet.TV, CEO Andy Brown explains Kantar Media’s approach to new TV and video platforms:
“It’s a process of evolution, there’s a roadmap:
The new approaches are the result of an alliance struck between Kantar and comScore in 2015, which includes another program.
At the I-Com Global Forum, comScore and Kantar brief delegates on the roll-out of Total View in the Netherlands and of Extended TV measurement in Spain and the Czech Republic.
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.
]]>Ad agency Group M chairman Irwin Gotlieb last year told Beet.TV media measurement is broken because measurers are using the wrong yardstick in the multi-screen era.
So last year Nielsen launched Total Audience Measurement, a way to apply its Total Content Ratings to viewing across all screens.
Nielsen product leadership SVP David Wong tells Beet.TV that, after a couple of quarters, the system is now “in an onboarding phase” – seeking customers to come aboard, reporting that viewing.
“Over the next few months, the platforms will light up,” Wong says.
“Video is where all the growth is going to come in the future,” he adds. “That’s where Nielsen is focusing all our efforts to solve … complete, total audience video measurement – measuring video regardless of how it’s distributed, how it’s consumed, how it’s monetized, and to be able to do this in a consistent way with a comparable methodology across all these platforms.
“We have measurement for everything that shows up on the TV glass… all DVR viewing, VOD viewing, even over-the-top platforms… the problem we’re solving right now is, how do we bring in the digital part from computer and mobile devices?”
We conducted this interview last month at the IAB Annual Leadership Meeting.
]]>Hand in hand, he anticipates a boost in third-party ad serving, based on the growth his firm has seen in that area. Medialets grew its business 100% in 2015, and expects continued gains in the years ahead, given the boon in mobile. Medialets works with the five big holding companies.
“We will see a snap back and I think there is a huge pent-up need for mobile advertising by all the leading advertisers since usage is far surpassing digital on the desktop,” he says, and that growth includes in third party ad serving. There is a realization that advertisers need an independent count and measurement for their ads, he explains.
Another area of growth and change will be in the creative associated with mobile video. Given the consumption of short-form videos from YouTube and SnapChat, advertisers are considering whether three-second spots could work in mobile, he says. “It is a whole rethinking of how the creative shops view video,” he says.
With smart phone growth taking off worldwide and in developing countries, bandwidths costs will go down. Brands are testing different strategies in different regions and integrating apps into the phone in a deeper way. “The phone is becoming a deeper extension of the digital life and that all becomes a virtuous circle for a better, faster, cheaper phone,” Glassberg says.
The company was acquired by WPP last year.
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The pair plan to combine to pool comScore’s online analytics nous with Rentrak’s historic strength in measuring TV and movie audiences.
“We’re going to take the best of breed with their digital and the best of what we do in movies and TV Everywhere and bring them together for better multi-platform products for our customers,” Rentrak CEO Bill Livek tells Beet.TV in this video interview.
Ad execs like Group M’s Irwin Gottlieb have previously criticized media measurement agencies for being broken, failing to account properly for viewers’ modern video consumption. He backs the merger as an alternative to Nielsen.
So what does Livek see at the most exciting opportunity, after the deal’s closure?
“God, advanced TV is probably the most unbelievable thing I’ve seen in my career – the potential of commercials being addressed to the individual at the household basis,” he says.
“There can be commercials stored on the device in the home that can get triggered based on certain demographics. For example, if I’m at the end of my lease on my car, I can start seeing commercials for similar makes and models – all done in a privacy-compliant way, with the mass appeal of television and the efficiency of digital.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
]]>After the final whistle, Yahoo claimed to have broken ground by attracting 15m viewers. That would have made the game almost as popular as a regular NFL game on main television.
But the claim has riled traditional media measurers in a debate that crystallizes the uncertainty over how to effectively assess audiences across online and traditional TV broadcasts.
“That was well-intentioned but those were the wrong metrics,” Nielsen US media president Lynda Clarizio tells Beet.TV in this video interview. “It was comparing apples to oranges.
“Contrast it to an NFL game on television – per the Nielsen ratings, an average NFL telecast has a Nielsen rating of 18m.
The Yahoo number was a reach or (total) unique audience number; the Nielsen rating, the GRP, is derivation of the audience in an average minute, as opposed to unique audience going in quickly and out of a game.
“An average NFL game has a reach of about 45m. That was the right comparison. If you translate both of them to the average minute, the Yahoo game did about 1.5m compared with 18m.”
Advertisers increasingly want to be able to buy moving-image ads across platforms, whether it slots in to an in-stream pre-roll, a prime-time TV show or a Facebook newsfeed video.
Clarizio acknowledges the quest for “a common language between television and digital video so that buyers and sellers and the industry can have the same metrics when they’re looking at viewership”.
But claims like Yahoo’s show divergent metrics are “still confusing”, “it’s not serving the industry well”, she says.
This video is part of a series of interviews about the transformation of television produced at CES and sponsored by SpotX.
]]>New Spring Capital has become the latest investor in the company, while all previous investors, including Sequoia Capital Israel, Genesis Partners, Vintage Investment Partners, Cisco Ventures and T-Venture, participated in the round as well as Silicon Valley Bank and Triple Point Capital.
The news was first reported by TechCrunch last week.
For our most recent update on Innovid, we spoke with CTO and co-founder Tal Chalozin in September at DMEXCO We are republishing that video today.
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So what exactly does the so-called YuMe For Advertisers (YFA) do?
Product SVP Venkat Krishnan says the tool plugs in to what is now an “end-to-end tech stack” numbering YuMe’s data management platform, supply-side platform and software development kit.
“We’ve always had this tool as a walled garden around our own business,” he says. “All that we’ve really done is to parcel this out and make this available to agencies, trading desks and advertisers to trade programmatically.
“We also use the tool internally ourselves for our media business. The mid-market customers … small trading desks or agencies … are also interested.” YFA has been “years in the making”, Krishnan says.
Video has become the number three channel through which ads are bought programmatically, according to Digiday research. US programmatic digital video ad spending tripled to $2.91bn in 2015 and is forecast to hit $7.43bn in 2017, nearly two thirds of all video ad spending, eMarketer says.
This video is part of a lead-up to CES presented by YuMe. For more segments, please visit this page.
]]>The tool “will ultimately be self-service”, the company’s TV strategy senior director Oscar Rondon tells this Beet.TV panel discussion.
“If you start with a TV plan, we’re trying to find what’s the incremental reach if you come to TubeMogul and you execute the buy,” Rondon says. “And, if you start with a digital plan where you have an audience, where can you find that audience across television networks?”
TubeMogul is partnering with measurement services like Nielsen and Rentrak plus Experian but also letting customers use their CRM data, to find audiences on addressable TV services.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
The panel was moderated by Xaxis SVP Christine Beaumier.
You can find more videos from the Beet Retreat on this page.
]]>“There was a mature measurement system in place for TV. As we moved into mobile and connected device and set top box, we experienced some real challenges,” Boykoff confesses. “That has been a pain point, although it looks like the industry is making strides in that area.”
What were those pain points, exactly? Boykoff says: “I think there’s been some friction on the buy side because they’re not sure who owns the budget… is it digital, is it linear? In the next few months, we’ll be able to start measuring it with third parties to validate who we’re reaching, but over the last year or two we haven’t been able to do that.”
A+E encapsulates channels for A+E, History Channel, Lifetime, LMN, FYI and H2. The company moved in to catering to connected devices in 2014.
The firm is now working with Nielsen’s digital content ratings (DCR), comScore’s third-generation VideoMetrix and with Rentrak on video measurement.
“We’ve heard from our buyers that they want to understand unduplicated reach and frequency across platforms,” Boykoff adds.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
The panel was moderated by Nielsen’s precision and planning SVP Eric Solomon.
You can find more videos from the Beet Retreat on this page.
]]>Does any of this matter? Some marketers are becoming excited about the prospect of unifying ad measurements in to a single, holistic metric. But is that feasible? An entertaining panel convened at Beet.TV’s recent executive retreat debated…
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
The panel was moderated by Furious Corp CEO Ashley Swartz.
You can find more videos from the Beet Retreat on this page.
]]>But BARB is reinventing itself. The organisation already measures consumers’ digital viewing of core broadcasters’ shows, and separately measures viewing by census data. Now it is embarking on a project to unite the two.
Beet.TV learned more from Kantar UK TV and video measurement MD Margo Swadley, whose company is one agency that supplies BARB data.
“With the base panel, we have begun to measure their online devices as well – we put a software meter in their PCs, laptops and tablets,” Swadley says. “It’s now at about 2,400 households.
“In addition, BARB’s Project Dovetail has been about census-level data… straight from the player provider. Now you can see across BBC, ITV, Channel 4, Channel 5, Sky, UKTV, STV, UTV and a couple of other ones… on a like-for-like basis, common metrics across them, which is really an industry first.”
But Swadley is also currently facing off to compete for a bigger piece of BARB’s business.
“What it can’t tell you is who (watched),” she adds. “So the second stage of Dovetail is about combining the census-level data with the panel data. That’s what advertisers and programme-makers want.
“Dovetail 2 is starting its prototype stage. It’s a six-month competitive prototype. Kantar and Nielsen are, at the same time, doing the process of combing the data.”
BARB will update us on the performance of both the Kantar and Nielsen implementations by June.
This video was produced at the Future Of TV Advertising Forum. Beet.TV’s coverage is sponsored by Xaxis. You can find more Beet videos from the conference on this page.
]]>In this video interview with Beet.TV, Nielsen planning and precision SVP Eric Solomon says the company’s Total Audience suite – which already includes the cross-platform ad measurement product Total Ad Ratings, previously known as XCR – will be joined by another, called Total Content Ratings, early in 2016.
“Who watched what on television?, plus who also watched that on digital mediums?,” he says. “That is something our content owner clients have been clamouring for ever since we launched the original digital ad ratings product called OCR.
“What is my total audience across all these mediums? It’s a good starting point for media owners and media planners.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen. You can find more videos from the Beet Retreat on this page.
]]>“There are too many areas that we can measure,” said GroupM Connect’s north America chairman John Montgomery. “There’s almost infinite sources. There’s new things all the time.
GroupM’s Modi Media president Mike Bologna agreed it is stressful trying to keep up with all the new measurement criteria.
These days, fraud, viewability, reach and frequency have all joined click-through as barometers for assessing campaigns.
But OMD chief digital officer Ben Winkler urged peers to strip back a little. His company uses a single metric, CPVM (Cost Per Valuable Impression).
“Instead of finding the magic bullet, we’ve combined metrics in to one,” he said. “The more we make it like rocket science, the less it works.
“If we want to do this right, we simply ask our clients – ‘what do you see as success?’ You’ll be amazed at what they tell you – it’s plain English. They’re not talking about digital micro metrics. They’ll say, ‘I want to make sure you’re showing my ad to a real person in the right place and not too many times’. I can explain that to my mom!”
They were questioned by Tobi Elkin.
This video is from Media Future Conversations 2015: Unblocked – Valuing Human Attention In A Content-Driven World, an event presented by true[X] in association with Beet.TV Please find more event videos here.
]]>“Over-the-top is a really challenging space,” Nielsen product leadership SVP David Wong tells Beet.TV in this video interview. “A year or two ago, people were saying, ‘Mobile is a really challenging space’. In comparison, over-the-top is even worse.
“You’ve got 12 different devices and platforms, all of which use different operating systems, all of which have no standards about how they put advertising out there or content out there. The services getting put on these platforms are growing so quickly that every month there is something new you have to measure.”
That’s why Nielsen and Roku, back in April, announced a partnership in which ads in services carried by the digital video box maker will be measured by Nielsen. The deal is indicative of the approach Nielsen is taking to the problem, in a quest for what it calls Total Audience Measurement.
“We’re trying to work with those platforms to enable measurement,” Wong says. “Roku is one of the first platforms to be measured using our Digital Ad Ratings – formerly OCR – service. We’ve built measurement in to the OS.”
This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C + Teletrax.
]]>“We act as their data management backbone, taking a lot of their offline data and activating it in the programmatic world,” eXelate CEO Mark Zagorski tells Beet.TV in this video interview. “This is the culmination of that relationship.
“We’re bringing together two amazing data sets – the census-level data that eXelate captures in the online world, and the very detailed panel-level data that Nielsen has been known for. It’s something that the marketplace has been looking for. We bring to them the new world DNA of the ad tech world.”
Zagorski is excited about “how we take the product roadmaps and combine those to start co-building products from day one”.
More on Nielsen’s expansions reported in the Wall Street Journal last week.
]]>“We see consumers in the US around 800 to 900 times a month – we process around 30 petabytes of data every day,” according to company SVP Adrian D’Souza.
“We’re able to predict very well what that propensity of consumers on the web (will be) in response to certain advertisements.”
Eight-year-old Quantcast’s two core products are Measure, giving website owners free stats, and Advertise, supporting real-time ad trade decision-making.
He was interviewed by Beet.TV at the IAB Annual Leadership Meeting.
Beet.TV coverage of the IAB meeting was sponsored by SpotXchange. Please find Beet.TV’s coverage of the event here.
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“We are actually going to be able to have measurement for content that’s playing on Netflix because we have the audio tags – we can measure the audio signature,” Nielsen agency solutions MD David Hohman tells Beet.TV in this panel interview. “If we had the audio signature for Netflix(-commissioned) content, we can measure those as well… for any device.”
Announced in November, Nielsen’s in-home audience panel measurement devices can now listen out for sonic fingerprints in shows viewers are watching over streaming services. That’s fine for shows licensed from suppliers which use the fingerprints, but Netflix’s own-produced shows so far do not. “The problem in the industry – there are so many viewpoints – things being measured in different way – there is no consistency,” Hohman says.
“The difficult piece of that is, the technology doesn’t exist in all things – you’ve got specific broadcasters or cable owners that don’t want to be measured. Netflix wants to tell you how successful their programs are. Netflix doesn’t want to be measured. Right now, it doesn’t matter because it’s not taking ad revenue.”
He was interviewed at Beet.TV’s annual executive retreat by Furious Corp founder Ashley J. Swartz. The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
]]>“We’re dedicated to having a solution to smart TVs in 2015 of some sort or another,” Nielsen Digital MD Andrew Feigenson tells Beet.TV in this video interview.
“Unlike PC or a mobile device, which tend to be a one-one-one experience, the big screen, there tends to be multiple people in front of it.
“In the world of digital, just understanding which household a TV corresponds to is not enough to know who’s in front of it. In a typical Nielsen panel, you can figure out who’s in front of a tTV, because people tell us that.”
Earlier in the video Feigenson explains the value of alliance with Adobe, which was announced last Fall.
Feigenson was interviewed at Beet.TV’s executive retreat.
The Beet Retreat is sponsored by Videology. Find all the coverage here.
]]>OpenVV launched a year ago under the auspice of TubeMogul, Brightroll, Innovid, LiveRail and SpotXchange to open-source software for measuring true video viewability, the metric by which advertisers increasingly want to measure whether their video ads are really being viewed by consumers.
“We’re now over 30 companies, including measurement companies, ad serving companies, creative companies, ad exchanges, publisher ad servers – all involved in the same initiative,” says Innovid CTO Tal Chalozin. “Over 90% of ads delivered on the internet are measured by one of the OpenVV players.
Chalozin was a panelist at the Beet.TV Video Ad Fraud Summit where we sat down with him. The event was sponsored by comScore, Innovid and TubeMogul. Video from the event can be found here.
]]>Nielsen will fold mobile viewership in to its C3 TV ratings system in the fall. Before that, it will give its Online Campaign Ratings measurement system full sight of mobile consumption from this July.
“It’s been a long time coming, we wanted to get it right,” Steve Hasker says in this panel session with BrightRoll CEO Tod Sacredoti. “It will go live in full, industrial strength on October 1 – intended to coincide with the fall TV season.
“It’s a census-based measurement of all campaigns that run. Instead of using a cookie, it uses the ad ID and Facebook and Experian databases. It really is the future of our business.”
Hasker was speaking at the BrightRoll Video Summit. You can find more coverage of the summit here. Disclaimer: BrightRoll sponsored Beet.TV’s coverage of the event.
]]>“The entertainment industry has been slow to embrace big data and analytics,” says Rovi’s analytics product and technology VP Matthew Emans. He says Rovi’s product can take data from set-top boxes, panel measurements and any source, making it “the first platform that can use this data at scale”.
So what can big data do for TV advertisers? “We can look at smaller target segments – people who might be interested in buying a truck, buying a particular type of healthy product,” Emans adds. And broadcasters are being targeted, too: “We help programmers design better schedules, we can help analyze viewership for cable operators and how they design their line-ups.”
He spoke with Beet.TV at The Cable Show 2014. Disclaimer: This video was produced as part of sponsorship with Rovi.
]]>“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.
]]>“It’s all about mobile – it’s explosive,” the company’s global product leadership president Steve Hasker tells Beet.TV. “We have developed and are now testing the first industrial-strength robust measurement system for video and other types of content – we’ll bring that out in July.”
The new system uses the same principles as Nielsen’s Online Campaign Ratings (OCR) – tagging content and cross-referencing anonymized audiences against Facebook and Experian data.
Hasker’s words came as programmatic video ad platform BrightRoll announced it was integrating Nielsen and comScore ratings in to it systems for ad planners. “They have done a great job of … integrating our data throughout their entire system, from the planning to targeting to optimization and through to reporting,” Hasker adds.
He was speaking to Beet.TV at the BrightRoll Video Summit. You can find more coverage of the BrightRoll summit here.
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