FORT LAUDERDALE — A&E is focused on providing deeper digital measurement in 2016 via partnerships with both Nielsen and Comscore, says Lee Boykoff, VP Digital Analytics and CRM at A&E Networks in an interview with Beet.TV. As digital viewership grows on mobile and TV everywhere platforms, it becomes even more vital to understand the full scope of their usage.
“We are seeing digital viewership on Roku, Apple TV, Xbox, and Amazon fire. The challenge in mobile and over-the-top has been getting the buy side to fully embrace those,” he says and that’s where better measurement will help. Partnerships with Nielsen for content ratings and Comscore for video metrics can help provide the transparency that the buy side wants, by validating the size of the audience and providing cross-platform metrics that can mesh with traditional metrics, he says.
First-party data is also key to bringing the buy side on board. A&E has amassed its own first-party data and can connect that with buy side data to provide better intelligence for buying and planning.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
