SAN JUAN, Puerto Rico – In 2022, media owners are testing out a host of new measurement and currency options.
All of that is aimed at weaning the industry off its historic reliance on panels.
But what exactly will currency success look like? In this video interview with Beet.TV’s Rob Williams at Beet Retreat San Juan, Chris Wilson, Chief Commercial Officer, Comscore, explains.
Currency’s new rules
Wilson lays down four tenets for new-currency effectiveness:
- “You need to have the experience in the marketplace to make sure that you’re trusted by both sides of the table.”
- “You need to be objective. That means you have to be focused on purely measurement in media. You can’t sell media and you can’t do things like to that effect that would call into question your objectivity.”
- “It’s important that you’re integrated in the workflow in a system.”
- “You have to be penetrated with the national networks on the television side, the digital publishers, and the local TV stations.”
Beyond counting
But Wilson suggests the new mechanisms should be about more than counting.
“It’s about being able to have the experience to be able to refine that information so it’s meaningful to the marketplace, that it’s accurate, that it’s reliable, that you do it in a transparent way,” he says.
“… And you’re willing to work with committees like the MRC and the ANA and the VAB, to make sure that they understand what’s going on, and it abides by the kinds of the things that they’re concerned about and addresses the marketplace needs.”
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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.
