SAN JUAN, PR — Little by little, media measurement is evolving from from single-channel panel data gathering to census-based viewing data sets and identity graphs, with real-time capability.
And, with the emergence of a US Joint Industry Committee (JIC) to tackle the issue, even more development is set to happen.
But, in this video interview with Beet.TV, Kris Magel, VP, Head of Agency & Publisher Solutions, Samba TV, says agencies and others need to engage to help redefine what media measurement looks like.
Do it yourself
“The agency world needs to really think about including measurement in its scope,” says Magel.
“A lot of times clients are using third parties or working with publishers to source their measurement.
“Agencies really will benefit because they are the closest to activating those advertising and media schedules if they’re doing some of that measurement themselves.”
Agencies are often amongst the most vocal proponents for multi-screen, advanced media measurement.
But they are also amongst the most concerned that proliferation of value-chain participants makes work ever more complicated.
Stick with the JIC
Earlier this year, US national TV programmers agreed to form a Joint Industry Committee (JIC) with OpenAP to create a measurement certification process for cross-platform viewing.
It came as a response to the hole left by the removal of Nielsen’s MRC accreditation, and the growing interest the companies are taking in an array of alternative measurement providers.
Samba TV’s Magel welcomes it as “a really positive development” because the current setup is “not optimal”.
The JIC is inspired by other such bodies around the world, where industry partners come together, sometimes at the behest of governments, to align working practices.
Agencies aboard
“Right now, it is exclusively made up of multi-channel TV publishers,” Magel said.
“Agency stakeholders need to be involved. I think marketing stakeholders need to be involved. And of course, companies like Samba – data companies and measurement companies like ourselves – we want to be involved in the process in some way.”
Magel was speaking at Beet Retreat San Juan 2023 in February 2023, before the agencies Dentsu Media, GroupM, Horizon Media, IPG Mediabrands, Omnicom Media Group, Publicis Media and RPA announced they were joining the committee.
You’re watching coverage of Beet Retreat San Juan 2023, presented by LiveRamp, Madhive, Magnite, Paramount, T-Mobile Advertising Solutions and VideoAmp. For more videos from the Beet Retreat, please visit this page.
