It\u2019s not an exaggeration to compare the current state of TV measurement to a \u201cGame of Thrones\u201d-like scenario, according to Nicole Whitesel, the evp of advanced TV at Publicis Media.<\/p>\n

During a fireside chat with Jon Watts, co-founder and managing partner at MTM London at the Beet Retreat, hosted by Publicis Media, Whitesel explained why clients are \u201cterrified\u201d of current measurement strategies across linear TV, data-driven linear TV and advanced TV, mainly because multiple partners and approaches are required to get a clear picture of what\u2019s driving results.<\/p>\n

\u201cWe are in the Wild West. There are clients depending on the metrics and business goals. We could spend a day on TV measurement,\u201d says Whitesel. \u201cThere\u2019s a huge issue when it comes to TV measurement with a digital mindset, where people are like \u2018Just give me exposure data and I\u2019ll make decisions based on that.\u2019 Thats a huge issue. If you do that you can run yourself right out of TV.\u201d<\/p>\n

Whitesel\u2019s concern is that a singular view of data will mislead advertisers into ignoring some channels and spending more on others because of a lack of transparency across mediums. As advanced TV rises and linear TV changes, Whitesel is observing big shifts in the industry. Here are her biggest takeaways.<\/p>\n

For advertisers, TV is a spectrum.<\/strong><\/p>\n

Whitesel says there\u2019s still a misunderstanding about what advanced TV actually is \u2013 the conclusion is that it\u2019s all OTT, CTV and one-to-one addressable TV. But there are more opportunities that get overlooked that fall between linear and hyper-targeted addressable TV, including data-driven linear, which helps brands make the most of big TV moments with the most reach, like the Super Bowl, while still collecting information on audience and lift.<\/p>\n

\u201cWe have to understand that not all [channels] are equal across and they all contribute in different ways to different outcomes for brands and clients, and that\u2019s the gap.\u201d<\/p>\n

Frequency remains the biggest issue for advanced TV.<\/strong><\/p>\n

Because transparency remains an issue for the advanced TV market, there\u2019s a responsibility for agencies to improve the ability for clients to understand what they\u2019re paying for and where it\u2019s going, and tying that directly to business outcomes, whatever those may be. Those are going to be different for different companies, which is where multiple measurement partners come in.<\/p>\n

\u201cTV measurement is the great democratization we need to understand how each [of the channels] is tied to a business outcome at the client or brand level. Whether it\u2019s retail store visits, website metrics, sales in aggregate \u2013 we need to get better about tying those things together, so we can deliver the right amount by channel for clients to deliver the best outcomes.\u201d<\/p>\n

Walled gardens come with both benefits and challenges.<\/strong><\/p>\n

Moving toward network and platform walled gardens, which Whitesel says some currently are but wouldn\u2019t name names, would give advertisers more data and more transparency, because the data providers own the data. But that data comes at a cost.<\/p>\n

\u201cThe cost is there of not seeing the rest of the universe, and there\u2019s learnings where you\u2019re not going to listen because you don\u2019t have enough trust in the evaluation of the rest of the landscape,\u201d says Whitesel. \u201cWhat learnings can you get from the walled gardens without the cost of everything else?\u201d<\/p>\n

The next five years will be about content.<\/strong><\/p>\n

Whitesel\u2019s prediction for the next five years in TV and advanced TV is that there will be a shift to control over content.<\/p>\n

\u201cThere\u2019s been a lot of disparate sources where you can buy audiences, through premium, TV-like content,\u201d says Whitesel. \u201cNow you\u2019re starting to see the TV giants put their arms around that content, seeing how valuable it is and [wanting] better control of it regardless of where it\u2019s being viewed. Owning that content and getting the exposure data is allowing for more insight.\u201d<\/p>\n

This video was produced at the\u00a0Beet Retreat leadership event<\/a>\u00a0hosted Publicis Media in New York. The event and video series is sponsored by FreeWheel and LiveRamp. For more videos from the event,\u00a0please visit this page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s not an exaggeration to compare the current state of TV measurement to a \u201cGame of Thrones\u201d-like scenario, according to Nicole Whitesel, the evp of advanced TV at Publicis Media. During a fireside chat with Jon Watts, co-founder and managing partner at MTM London at the Beet Retreat, hosted by Publicis Media, Whitesel explained why […]<\/p>\n","protected":false},"author":21,"featured_media":63520,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8180],"tags":[6370,6422,7807,8071],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/63484"}],"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\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=63484"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/63484\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/63520"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=63484"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=63484"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=63484"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}