As it looks to expand its CFlight all-screen audience measurement currency to its entire portfolio in 2019, NBCUniversal is finding that upgraded transactional systems are key to CFlight\u2019s implementation. \u201cI think everybody conceptually believes in this,\u201d says Kavita Vazirani. \u201cI think the challenges have come in the systems. That\u2019s where the harder conversations have been.\u201d<\/p>\n

CFlight was launched in the spring of 2017 to enable holistic video planning across platforms by measuring all live, on-demand and time-shifted commercial impressions. It initially was available for solely for NBC\u2019s primetime and sports programming, Vazirani, who is EVP, Insights & Measurement for NBCU, explains in this interview with Beet.TV.<\/p>\n

\u201cGoing into next year we will expand it across the portfolio, and we\u2019re working through how do we make it less friction with the systems and what are the investments we need to make from an operations perspective to make this easier across the portfolio,\u201d says Vazirani<\/a>.<\/p>\n

In addition to facilitating cross-platform planning, CFlight also was intended to \u201craise the bar on digital and provide guarantees on completed views\u201d while providing a new way for NBCU to maximize ad inventory and yield portfolio-wide. \u201cIt was really a mechanism to deliver on our vision to measure across all screens, all platforms and have a unified impression measurement approach.\u201d<\/p>\n

She stresses the open source, transparent nature of CFlight\u2019s methodology. After considering \u201cmany different partners,\u201d including Comscore, Adobe and VideoAmp<\/a>, NBCU chose Nielsen\u2019s C3 and C7 TV ratings and its Digital Advertising Ratings for digital media.<\/p>\n

\u201cWe know we\u2019ll evolve it in the future, but the key was that this is open source and we are very transparent with our methodology.<\/p>\n

According to Vazirani, marketers thought CFlight was \u201cconceptually fantastic\u201d at the outset and that agencies were also excited. She cites Simulmedia\u2019s<\/a> adoption of CFlight two months ago as it added OTT inventory to its campaigns as additional validation. But systems remain a challenge.<\/p>\n

\u201cWe\u2019re still on some of our older billing systems. How do we transform from an operations perspective to now report on it holistically and how does an agency ecosystem transform from that?\u201d<\/p>\n

In the meantime, NBCU is building \u201ca continuum of measurement\u201d from unifying impressions with CFlight being able to assign credit to television and providing marketers with a closed-loop evaluation of their campaign and, eventually, a series of campaigns.<\/p>\n

This video is part the Beet.TV preview series \u201cThe Road to CES 2019.\u201d The series is presented by dataxu<\/a>. For more videos, please visit this page<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

As it looks to expand its CFlight all-screen audience measurement currency to its entire portfolio in 2019, NBCUniversal is finding that upgraded transactional systems are key to CFlight\u2019s implementation. \u201cI think everybody conceptually believes in this,\u201d says Kavita Vazirani. \u201cI think the challenges have come in the systems. That\u2019s where the harder conversations have been.\u201d […]<\/p>\n","protected":false},"author":17,"featured_media":58091,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7740],"tags":[5295,5313,5354,5356,5395,5597,7738,7757],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58089"}],"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=58089"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58089\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/58091"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=58089"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=58089"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=58089"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}