If some in the industry were hoping the current proliferation in new media measurement currencies would settle down in to consolidation, Justin Rosen has some news.
Recently, the energy about the TV industry moving beyond its traditional Nielsen measurement system crystalized into reality, with key broadcast platforms teaming with tech vendors to trial cross-platform viewing measurement systems that do beyond Nielsen’s.
In this video interview with Beet.TV, Rosen, SVP of data and analytics at Ampersand, the former NCC Media, says a thousand flowers will bloom.
Multiple outcomes
“We all know that there’s an inflexion point that’s been reached – there’s no more waiting around for better measurement solutions that better capture the reality of how consumers are engaging with video and television content today,” Rosen says.
“We are supportive of any measurement company that is innovating to be audience-first, multi-screen and transparent in their capabilities to do that.
“I think, ultimately, there may not be and likely won’t be just one winner, and we’ll have to be able to support multiple partners and their own measurement capabilities to match what individual clients may have as their own preferences.”
Alt-currencies rising
With Nielsen in the spotlight, recent alt-currency moves included:
- Dentsu just tapped VideoAmp to measure ViacomCBS, on a test basis.
- WarnerMedia just selected iSpot.tv, VideoAmp and Comscore to do the same.
- NBCUniversal picked iSpot.tv as its first cross-platform Certified Measurement Partner for cross-screen video, starting with a “test-and-learn” approach for the “alternative currency” with Publicis Media this Q1.
Rosen thinks overnight consolidation is “unlikely”.
Unifying view
Operated by Comcast, Charter and Cox Communications, NCC Media launched in 1981 to provide a common way for ad buyers to get on to disparate and disconnected cable, satellite and now telco networks.
It rebranded itself to “Ampersand“ in 2019, just one of a raft of announcements as it reinvents itself for a new age of TV. The outfit boasts insights from over 40 million set-box homes.
Rosen says Ampersand’s Total TV Measurement solution, launched in September 2021, can help unify what is shaping up to be an even more fragmented world.
“That means bringing together, into one programme, your national local, addressable and streaming TV investments, into one view of audience reach, delivery and even effectiveness metrics outcomes, all in one place,” he says.
