LONDON – Streaming TV’s proliferation has given brands and agencies a proliferating number of measurement options — the challenge for streaming services is unifying them.
One unifying force could be regulatory. The European Media Freedoms Act calls for all broadcasters and all platform operators to be measured , ideally independently, by a joint industry committee (JIC).
But Paramount is also “actively advocating” for measurement transparency, believing advertisers will only plan effectively if they have transparency into the actual audience scale that is on the platform.
Factors Affecting CTV Adoption
A complicating factor for measurement is the different rates of connected TV (CTV) adoption in different markets.
“It is going to sound like a cliché, but in some ways, the adoption that is impacting or accelerating the various markets for streaming is largely down to measurement and attribution,” said Zach Belmont, VP, International Programmatic Revenue at Paramount, in this video interview with Beet.TV.
Belmont said it is vital to have an independent view of measurement – not relying on one methodology over another, and not relying on services “marking their own homework”. An independent methodology should be recognised and accredited, so that every business is “trading on the same currency”, he said.
This is also why Belmont is pushing for streaming audiences to be included in existing agency planning tools. In the UK, TGI – Target Group Index – a planning tool for agencies, does not include streaming audiences besides the big subscription streamers like Netflix.
Paramount+ Ads Up in UK
Paramount’s latest ad-supported connected TV (CTV) offering has arrived on Paramount+, recently launched in the UK.
Speaking at CIMM London, one month into the UK launch, Belmont confirmed the offering is “growing strong” from “a base of zero”.
“Very proud to say that it is growing strong,” Belmont told Beet.TV.
You’re watching Beet.TV’s coverage of CIMM London 2024, presented by Index Exchange. For more videos from CIMM London, please visit this page.
