In a year which will see the ushering-in of new TV measurement paradigms, the industry is coming together to thrash-out the future.
The Beet Retreat, one of the industry’s most talked about gatherings of high-level media executives, will take place at the Condado Vanderbilt Hotel, San Juan, Puerto Rico, March 16 to 18, 2022.
In this video interview with Beet.TV, Lisa Ciancarelli, VP insights and analytics at event sponsor VideoAmp, explains why the time is now for collaboration.
Brain trust
“Beet Retreat is an optimal opportunity to have a mind trust, a brain trust, if you will, together, of professionals who are looking at all of these problems from different points because they have different interactions with it,” Ciancarelli says.
“It’s really a time where we all need to come together and strategize to how we can really tackle what needs to be measured … set up the business rules, be in agreement on the standards, have the difficult conversations…
“It’s really an incredible time and it’s an important time for all of us to be sharing our thoughts and best practises together, so that we can enable each other to move the industry forward.”
Currency explosion
After suspicions over Nielsen’s data collection, this year we are seeing an explosion in new video currencies, including:
- NBCUniversal said it 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.
- Dentsu tapped VideoAmp to measure ViacomCBS, on a test basis.
- WarnerMedia selected iSpot.tv, VideoAmp and Comscore to do the same.
Ciancarelli says: “Value relative to a multicurrency approach is essential.
“It will take multiple currencies to accomplish that, because new approaches coming to the forefront will give everybody better results and new ways of thinking about the data.”
Workflow flow
But the impetus for change is not just on the ad buyer side. Ciancarelli says TV programmers have challenges, too.
“From the network side, I think it’s very challenging right now, having so many streams to support, but also passing the information that is required to calibrate the measurement,” she says.
“There’s a lot of work that’s involved that the networks never had to be involved with previously. It’s created entirely new workflows.”
She sees understanding those workflows as a key concern around which Beet Retreat attendees will come together.
You are watching coverage from Beet Retreat San Juan 2022, presented by AppScience, Infillion, MadHive, SpringServe, Univision & VideoAmp. For more videos, please visit this page.
