A healthy advertising ecosystem includes advancements in cross-screen measurement that help marketers to improve the efficiency of their media buying. Several industry executives discussed the status of measurement in a fragmented marketplace when they gathered on June 23 for the\u00a0<\/span>Global Forum on Responsible Media<\/span><\/a>,<\/span>\u00a0<\/span><\/p>\n This video is a summary of interviews with executive who spoke in the cross-screen measurement track presented by Nielsen:<\/span>\u00a0<\/span><\/p>\n Marketers face bigger challenges in measuring media consumption among different viewing devices, including mobile phones and smart TVs, to get a more unified view of consumers. The goal\u00a0is to marry bottom-up measurement that\u2019s common among digital advertisers with top-down modeling, said Joanna O\u2019Connell<\/a>, vice president and principal analyst at Forrester Research.<\/span>\u00a0<\/span><\/p>\n Brands have access to troves of data about how their ads were\u00a0delivered, but\u00a0measuring their effectiveness on consumers takes another level of research. TV ratings company Nielsen has multiple data sources that complement its consumer panels, which are comprised of representative samples of the broader population.<\/span>\u00a0<\/span><\/p>\n \u201cThe beauty of the panel is it allows us to have a representative sample of measuring total consumption within a home,\u201d said Kimberly Gilberti<\/a>, senior vice president of product management at\u00a0 Nielsen. \u201cFor things that can\u2019t be measured by the data sets that we have, we can fill in those blanks.\u201d<\/span>\u00a0<\/span><\/p>\n Claudio Marcus<\/a>, vice president of strategy at Comcast Advertising, agrees that panel information is critical for in-depth insights.<\/span>\u00a0<\/span><\/p>\n \u201cThe reason the panel remains critical is that you need the means to calibrate for national representativeness as well as for calibration against key demographic variables,\u201d he said.<\/span>\u00a0<\/span><\/p>\n \u201cIn addition to measuring delivery, we need to measure the impact. That can be complicated, and that doesn\u2019t mean we shouldn\u2019t do it or that we shouldn\u2019t try to evolve that measurement,\u201d said Nancy Beekman<\/a>, group director of data sciences at Wavemaker.<\/span>\u00a0<\/span><\/p>\n Measuring impact includes an analysis of how\u00a0different media touchpoints help brands to achieve their objectives in terms of sales, awareness and brand consideration.\u00a0<\/span>\u00a0<\/span><\/p>\n \u201cIt has a lot more to do with understanding the level of engagement and attention that a viewer has with content,\u201d said Adam Gerber<\/a>, global chief investment officer at Essence. \u201cWe\u2019re at the early stages of developing measurement solutions that really help us understand that into the media model.\u201d<\/span>\u00a0<\/span><\/p>\n There\u2019s room for experimentation in\u00a0achieving\u00a0 results\u00a0as measurement will never achieve a \u201cperfect\u201d level of insights, said\u00a0Vinny Rinaldi<\/a>, head of investment and activation at Wavemaker, GroupM<\/span>\u00a0<\/span><\/p>\n \u201cWe won\u2019t have perfect, but we have to come at this from the lens of what is the best option for this campaign,\u201d he said.<\/span>\u00a0<\/span><\/p>\n This video is part of the Global Forum on Responsible Media produced by Beet.TV, GroupM with the 4A\u2019s. This track on<\/span><\/i>\u00a0<\/span>cross-screen measurement is sponsored by Nielsen. For more videos on this topic,\u00a0<\/span><\/i>visit this page<\/span><\/i><\/a>.\u00a0<\/span><\/i><\/b>\u00a0<\/span><\/p>\n The entire Forum can\u00a0be\u00a0<\/span><\/i>watched on-demand here<\/span><\/i><\/a>, and all videos from this project\u00a0<\/span><\/i>can be found here<\/span><\/i><\/a>.<\/span><\/i>\u00a0<\/span><\/p>\n \u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":" A healthy advertising ecosystem includes advancements in cross-screen measurement that help marketers to improve the efficiency of their media buying. Several industry executives discussed the status of measurement in a fragmented marketplace when they gathered on June 23 for the\u00a0Global Forum on Responsible Media,\u00a0 This video is a summary of interviews with executive who spoke […]<\/p>\n","protected":false},"author":24,"featured_media":75425,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8826,8845],"tags":[2930,6934,7100,8202,8834,8849],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/74730"}],"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\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=74730"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/74730\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75425"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=74730"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=74730"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=74730"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}1. Unified measurement for multiple screens<\/span>\u00a0<\/span><\/h2>\n
2. Consumer panel provides more in-depth insights<\/span>\u00a0<\/span><\/h2>\n
3. Measurement includes outcomes<\/span>\u00a0<\/span><\/h2>\n