LAS VEGAS – Marketers this year will be to evaluate which different providers of media measurement provide the best insights into the television viewing behaviors of consumers they want to reach. That includes Nielsen’s tools for cross-platform measurement of linear television and streaming.
“There’s some very exciting things going on. You’ve got Nielsen One rolling out,” Sam Bloom, chief executive of Camelot Strategic Marketing & Media, said in this interview with Beet.TV contributor Jon Watts at CES 2023.
Alongside Nielsen are comparably newer providers of media measurement such as VideoAmp, iSpot.tv and EDO.
“This is the year where we’ve got to put all that stuff to the test,” Bloom said. “I don’t know if there’s a winner or a loser, it’s not binary. I think everyone is going to be grinding and testing a lot of different measurement solutions.”
Camelot’s clientele includes advertisers with a wide range of media budgets. That includes smaller businesses with a confined geographic footprint. It also includes regional companies that are big enough to make national media buys when they’re most efficient.
“What we’re trying to do is make sure that there’s a correlation between where we want the dollars and where the opportunities are,” Bloom said. “You’ll see that for many clients, that doesn’t exist.”
He cited an example of a company that spent 60% to 70% of its budget on national media, but further research indicated that most of its customers had canceled cable or satellite service, and were streaming video instead.
“In national media, we have the privilege of being able to do a lot of top-down measurement,” Bloom said, “and the local side, it’s the other way around. You’re going have to do it from the bottom up. And that’s exciting. And I think there’s going to be a lot of opportunities.”
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