SAN FRANCISCO, CA — Now that marketers can, finally, accurately measure their TV advertising, you would think they may be happy.<\/p>\n
But the explosion in new measurement techniques and providers is actually causing a headache for ad buyers who want an apples-to-apples analysis of their ad effectiveness.<\/p>\n
No wonder so many are actually now calling for\u00a0fewer<\/em>, more reliable ways of measuring that smoothe out discrepancies.<\/p>\n In this video interview with Beet.TV, Aleck Schleider, SVP of client and data strategy at ad-tech firm Amobee, says advanced TV measurement has been spurred on by Vizio’s smart TV ad unit Inscape making its automatic content recognition (ACR) data widely available to vendors.<\/p>\n “The ability to measure TV … has become a lot easier,” Schleider says. “That allows for companies to do to some pretty seamless marketing measurement.”<\/p>\n But that isn’t all good news.<\/p>\n “The fact is, there’s so much data, there’s so much fragmentation, that it just kind of creates a lot of confusion in the marketplace,” he adds. “Ideally there’s going to be some level of reset … it does require some truth-level data.<\/p>\n “There has to be commonality. We’ve got to pick these pieces off the floor of all this fragmented components, bring them together, put it together to have a common measurement.<\/p>\n “Brands don’t want to have to work with different broadcasters in their own measurement solutions.”<\/p>\n In December,\u00a0Amobee launched 4Screen<\/a>, a software solution that uses melds both Nielsen\u2019s TV audience panel measurement with its Gracenote data, capturing smart TV owners\u2019 actual viewership data, to improve ad planning.<\/p>\n