MIAMI \u2013 Yes, digital media and traditional TV are converging, but there\u2019s much yet to be learned about improving the advertising viewing experience across screens. Moving from impression-based metrics to understanding consumer attention will help move things along.<\/p>\n

Some thinking holds that video is video, regardless of the platform, as sellers are more frequently combining video and TV \u201cand selling them as one type of advertising,\u201d says Joan Fitzgerald, a consultant who specializes in advanced TV and cross-platform data.<\/p>\n

\u201cBut the reality is, I don\u2019t think we\u2019re there yet in terms of this convergence between linear television and digital video,\u201d Fitzgerald<\/a> adds in this interview at the recent Beet Retreat Miami 2017<\/a>.<\/p>\n

One reason for the remaining distance is that consumer experiences \u201care fundamentally different\u201d depending on how they are consuming TV\/video.<\/p>\n

Fitzgerald, whose background includes stints at Arbitron, comScore and TiVo, cites Fox\u2019s experimentation with six-second ad units in the industry\u2019s quest for greater understanding of the value of unit lengths.<\/p>\n

\u201cThe reality is, you can\u2019t just simply say that a six-second spot is worth less than a fifteen or a thirty because it\u2019s shorter. There are many more dynamics in play from the consumer experience,\u201d says Fitzgerald.<\/p>\n

Meanwhile, impression metrics still reign supreme, even though advances are being made to link exposure to advertiser business outcomes. The key is being able to place a tangible value on viewer attention.<\/p>\n

\u201cWe haven\u2019t yet as an industry gotten beyond this notion of opportunity to see and an impression as a metric to something that might be more meaningful to the marketer,\u201d says Fitzgerald.<\/p>\n

Asked about video completion rates as a barometer of viewer attention, she says there\u2019s \u201creally a question as to how often a completion actually occurs on a fifteen or a thirty or a sixty just because the measurement tools that we\u2019ve traditionally used really don\u2019t measure that granularity. There are companies trying to measure completion rates, but it\u2019s an art and not a science at this point.\u201d<\/p>\n

This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

MIAMI \u2013 Yes, digital media and traditional TV are converging, but there\u2019s much yet to be learned about improving the advertising viewing experience across screens. Moving from impression-based metrics to understanding consumer attention will help move things along. Some thinking holds that video is video, regardless of the platform, as sellers are more frequently combining […]<\/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":[6898],"tags":[5301,5356,3473,5092,5609,5883,5946,6899],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49334"}],"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=49334"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49334\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=49334"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=49334"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=49334"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}