AMC Networks' Tom Ziangas on the Challenge of Measuring Video Inventory

It should be noted that the definition of remnant inventory can vary by platform For addressable it is typically the fraction of a specific unit with unserved untargeted audiences available to be sold In Linear it can be the full unit that might then be sold as direct responseCharlene Weisler What do you envision as the best methodology to measure addressableTom Ziangas Just by the virtue of legacy measurement and the utility of census level RTB STB data we will need a hybrid approach to measure addressable ad exposure While today national ads are measured via Nielsen panels to provide C3C7 commercial Ad Measurement measuring national addressable will need the hybrid approach of panel and census level data Addressable will be a footprint of the total US we will still need to back out the addressable impressions census level RTB STB data from the currency C3C7 national panel measurement from Nielsen and while this complicates measurement we need to make sure that the advertiser is made whole and provide accurate measurements of their ad placement in the linear and digital world This applies to both linear and remnant inventory with a little caveat since most of remnant inventory is not guaranteed we may have more flexibility for noncurrency reportingWeisler What are the other challenges that you see regarding data and measurement in this spaceZiangas The biggest challenges are the quotmixingquot of methodologies panel and census and creating standards among the addressable players in this space and how we will all work with Nielsen to get this done Just think about if we have Nielsen traditional linear measurement on one side and we will need to integrate addressable measurement from multiple players Canoe OAR Nielsen Addressable etc on the other side all sides will need to collaborate to make the buyingselling process seamless If this does not happen we will be in the same place VOD is today undervalued and undermonetized These challenges affect both linear and remnant similarly we need to have measures and metrics for both to best understand the performance of the campaignsWeisler Where do you see measurement in this space next year at this timeZiangas While addressable is moving in the right direction it is not keeping up with the pace of change While I am talking about measurement there is a lot of work that needs to be done operationally and along with that we need the time to make sure this process from traffic to BampampT to planning and reporting is all in sync So we will take the steps as we are doing today such as pilot programs with our partners for learning and implementation We will be in a better place next year this time and it will continue to be a work in progressClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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AMC Networks' Tom Ziangas on the Challenge of Measuring Video Inventory

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Charlene Weisler

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AMC Networks' Tom Ziangas on the Challenge of Measuring Video Inventory

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