Consumers have more ways to watch video than ever before, making it more difficult for advertisers to measure those viewing behaviors. Surveying consumers in a panel helps to supplement sources of viewing data, including set-top boxes and automated content recognition (ACR) from smart TVs and other connected devices.<\/p>\n
\u201cThe reason the panel remains critical is because we need the means to calibrate for national representativeness as well as for calibration against key demographic variables,\u201d Claudio Marcus<\/a>, vice president of strategy at Comcast Advertising, said in this interview with Beet.TV. \u201cThe combination of using the panel data with the larger data set allows us to inform person-level assignment \u2013 and with that, the ability to view co-viewing as well.\u201d<\/p>\n Digital video ad exposure is important for some of the more advanced campaign-related metrics, he said. Those measurements include how often viewers saw an ad, if at all, or were overexposed to it.<\/p>\n The information offers \u201cthe ability to understand reach and frequency, not from a traditional perspective where we had an estimated reach and a related calculated average frequency, but instead to actually understand what I would call the deterministic reach and frequency distribution curve,\u201d he said.<\/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","protected":false},"excerpt":{"rendered":" Consumers have more ways to watch video than ever before, making it more difficult for advertisers to measure those viewing behaviors. Surveying consumers in a panel helps to supplement sources of viewing data, including set-top boxes and automated content recognition (ACR) from smart TVs and other connected devices. \u201cThe reason the panel remains critical is […]<\/p>\n","protected":false},"author":24,"featured_media":75072,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8826,8845],"tags":[7100],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75006"}],"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=75006"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75006\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75072"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=75006"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=75006"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=75006"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}