CANNES \u2013 Delve into the challenge of cross-platform video audience measurement with three buy-side veterans and you\u2019ll get sports metaphors, frustration and eager anticipation for things like Facebook\u2019s plunge into scripted programming.<\/p>\n

So it was when Comcast presented a panel at the Cannes Lions Festival<\/a> of Creativity featuring Amplifi US\u2019s Lucas Cridland, Magna\u2019s David Cohen and David Penksi of Publicis Media Exchange. Moderated by Matt Spiegel of MediaLink, the discussion tended to underscore the reality that while agencies would like to move faster on their clients\u2019 behalf, many aspects of measurement just take time to coalesce.<\/p>\n

First the metaphors from Cridland, who is President of Amplifi US, with regard to measurement challenges. \u201cA game of football or soccer isn\u2019t as interesting without a referee,\u201d said Cridland. \u201cAnd for the moment we have different tools and different rules and different referees trying to adjudicate what is essentially the same game.\u201d And there\u2019s nothing wrong with different tools, Cridland added, noting that golfers use different clubs on different holes.<\/p>\n

Cohen, who is President of Magna North America, said that agencies are always juggling \u201ctradeoffs\u201d from one platform to another and trying to understand the implications for clients.<\/p>\n

\u201cFor lack of a better one, Nielsen DAR is a kind of equalizer for today,\u201d he said. \u201cWe see today 30% of video consumption is not linear, going up to 40% by 2021. So this is a thing that is not going away, is growing.\u201d<\/p>\n

Penski, who is CEO of Publicis Media Exchange Americas, opined that his industry has a tendency to swing pendulums from one direction to another quite quickly. It\u2019s not always a good thing, particularly regarding audience targeting\u2014say, \u201cMothers who are exactly 33 years old, live in these two states with this many children. \u201cWe have a tendency to move far one way. There\u2019s a line we need to draw. It goes back to scale. Sometimes what we\u2019re doing now is going the other way.\u201d<\/p>\n

Asked by Spiegel why agencies seem to be wrestling with producing a great number of creative iterations, Penski gave them credit for what they have been able to achieve.<\/p>\n

\u201cNot that long ago, a marketer might do 6 to 20 ad spots and now it\u2019s 600. The problem is we want 6,000. It\u2019s improving and I think it\u2019s moving almost as fast as the media side. I\u2019ve definitely seen huge progress within the last two years,\u201d said Penski.<\/p>\n

When the discussion turned to walled gardens and the resources required to figure out and transact with them, Cridland said it just takes time. \u201cNot all of our clients are saying you can have more resource to investigate this and fund it,\u201d Cridland said. \u201cEverybody believes that digital addressability is going to take labor and people out of the equation. At this moment in time, we\u2019re nowhere near that because it\u2019s increasingly complex.\u201d<\/p>\n

Asked whether Magna will embrace Facebook\u2019s going Hollywood, Cohen said \u201cDefinitely\u201d because it provides more opportunities to reach audiences at scale.<\/p>\n

This video is from The New TV Ecosystem Leadership Forum at Cannes Lions 2017, presented by FreeWheel<\/a>. For more from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES \u2013 Delve into the challenge of cross-platform video audience measurement with three buy-side veterans and you\u2019ll get sports metaphors, frustration and eager anticipation for things like Facebook\u2019s plunge into scripted programming. So it was when Comcast presented a panel at the Cannes Lions Festival of Creativity featuring Amplifi US\u2019s Lucas Cridland, Magna\u2019s David Cohen […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6587,6588],"tags":[4164,5532,5972,6178,6665,6666,6667],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/47010"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=47010"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/47010\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=47010"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=47010"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=47010"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}