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.
“The 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,” Claudio Marcus, vice president of strategy at Comcast Advertising, said in this interview with Beet.TV. “The combination of using the panel data with the larger data set allows us to inform person-level assignment – and with that, the ability to view co-viewing as well.”
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.
The information offers “the 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,” he said.
This video is part of the Global Forum on Responsible Media produced by Beet.TV, GroupM with the 4A’s. This track on cross-screen measurement is sponsored by Nielsen. For more videos on this topic, visit this page.
The entire Forum can be watched on-demand here, and all videos from this project can be found here.
