LAS VEGAS – Consumers have more ways to watch video programming than ever before, whether they’re tuning into news from a local television station or streaming an on-demand movie. Advertisers, agencies, media owners and measurement companies are engaged in continual discussions about the best ways to quantify these viewing behaviors to help set the value of ad transactions, or what are known as currencies.
“We’re transitioning to a multicurrency world, and we’re in a test-and-learn phase,” Carmela Fournier, vice president, general manager of data, at Comcast Advertising, said in this interview with Beet.TV contributor Jon Watts at CES 2023. “We’re evolving from GRPs [gross rating points] over to audience-based impressions. That’s really going to help to evolve us to more of a data-first approach.
The measurement marketplace is becoming more crowded as startups develop new techniques to track viewing behavior. Some of the methodologies are similar to those used for the World Wide Web as more video content is sent from network servers to specific devices with an internet protocol (IP) address.
“Each of these new contenders are putting out their new measurements and people are getting more comfortable with the results, but it’s going to take some time,” Fournier said.
On the measurement front, Comcast Advertising supports a collaborative, industry driven approach.
“What we’re trying to do is help bring that first-party data into the measurement spectrum,” Fournier said. Moving forward, one aspect she hopes the industry will focus on to make measurement work better is to ensure that marketers are “getting the most value for their media, and that we’re evolving from the current standards that we have today.”
You’re watching “Establishing Measurement Standards in a Converged TV World,” a Beet.TV Leadership Series produced at CES 2023, presented by Innovid. For more videos from this series, please visit this page. For all of our coverage from CES 2023, please click here.
