TV Measurement in a Digital World

What Is the SolutionIn searching for the solution to crossplatform media measurement the panel essentially described the problems in even reaching a solution Paul LeFort a senior vice president at Nielsen noted quotNo one solution will work in the longtermquot But he believes that comparable metrics matter quotThe interesting push in the past few months is the impressionsbased approachquot he stated quotImpressions remove friction in the process If we only use ratings then we lose portions of our audiencequotFor Radha Subramanyam chief research and analytics officer at CBS a hybrid approach is the best way to go with quota combination of panel and other dataquot But she noted there is still the issue of walled gardens quotWhat do you do with all of that data that sits outsidequot she asked quotWe need a holistic view because the market doesn39t care about walls or silos of data Advertisers want the full picturequotThe barrier to a holistic solution is a not technical one Subramanyam added quotIt is will or leadership We need to think bigger and have more cooperation We need a fluid ecosystem The tech is easy but getting it done is notquotWhat About PanelsFrank Comerford president of NBC Local Media Commercial Operations and chief revenue officer and president commercial operations for NBCU Local Media listed a range of challenges quotIs a small panel accurately reflecting the audience we havequot he asked quotIs a big data set reflecting our audiencequot Comerford explained that if viewers aren39t in the right places in the data set it will produce the wrong information In addition he said quotwith a big data sample there are walled gardens that are marking their own homeworkquotPanels have both advantages and shortcomings quotPanels provide a fundamental source of truthquot Subramanyam noted quotA panel allows customers and clients to understand the households from which it is derived It is also a source of diversity measurement and ensures an exact or accurate representation of those audiences I believe in the fundamental need of panels to give us those things But we also need the scale and stability of big data setsquotquotPanels can39t strive for behavioral but can strive for the demographicquot Comerford addedWho Leads the ChargeWhen it comes to deciding the most effective measurement and metric who has the last wordNielsen39s LeFort believes that it is ultimately up to the advertiser amp8212 quotif the advertiser is happy about what they have spent to get their resultsquot The good news he explained is quotTV and digital are not as far apart as we pretend it isquotamp160 They are complementary quotIt is not TV versus digitalquotSubramanyam concurred quotWe are here to service the marketer and we need a healthy transparent market There are lots of initiatives at work and a combination of them will lead to a new standardquot But she added quotconsensus in standardization across media is essential And people have to get comfortable in getting their data out therequotExperimentation Is EssentialMeasurement solutions should be a part of tracking attribution and there is a lot of experimentation going on in this area quotAt CBS we start by experimenting on ourselves and then offer the solutions to our marketersquot Subramanyam noted quotAttribution specifically in digital is still in the early stages It tends to be versions of last click But there are lots of experimentsquotFor NBC39s Comerford the local markets try a range of different attribution experiments with a quotsmall sample on the buy in the local market We track and see We can prove that an ad that runs on TV is effective and multiplies the effect of local advertising The last click did not necessarily get the sale but it might be the execution of the sale We have to see what led to thatquotThe overall consensus is that the industry is now working together to find solutions quotThe good news is that we are all talkingquot Subramanyam said All this results in greater cooperation and a quotrobust and positive discussionquotClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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TV Measurement in a Digital World

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Charlene Weisler

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Charlene Weisler

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