VIA BEETCAM — Time was, understanding the effectiveness of your ad campaign was all about using the available data.<\/p>\n
But now advertisers are demanding more.<\/p>\n
In this video interview with Beet.TV, Josh Chasin<\/a>, who recently left as Comscore’s chief research officer to become VideoAmp’s chief measurability officer, explains how brands are getting more demanding about measuring effectiveness.<\/p>\n “I’ve thought about this as a migration in our industry from measurements to measurability,” Chasin says.<\/p>\n Having recently chaired a recent Market Research Council panel<\/a>, Chasin became convinced that traditional media research and audience measurement are changing.<\/p>\n “Originally, we (in the industry) thought … that cross-platform measurement meant you take the TV ratings and the digital ratings and you push them together,” he says.<\/p>\n “Time passed and I think that we’ve started thinking about cross-platform measurement as following television (and) video wherever it goes. While this was going on, I think that the goalposts moved.”<\/p>\n Instead, marketers are now unpicking measurement and asking for more granular detail for each ad impression:<\/p>\nTimes are changing<\/h2>\n
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Amping up<\/h2>\n