Consumers are dividing their viewing time among a growing variety of devices that include everything from smart TVs to mobile phones to wearables. This more complex environment has pushed brands and media buyers to devise strategies to engage cross-platform audiences.
“What we’re doing very simply is taking a holistic approach to video that really is about video everywhere on all screens, and really goes beyond linear and streaming across all video channels everywhere,” Michael Piner, executive vice president of advanced advertising at Interpublic Group’s Mediahub Worldwide, said in this interview at the IAM Annual Leadership Meeting with Beet.TV contributor Tameka Kee.
The fragmented media landscape also is pushing publishers, advertisers and agencies to improve audience measurement tools. Unlike traditional linear television metrics such as gross ratings points and audience categories such as sex and age, newer measurement tools seek to capture business results.
“We’ve had to prioritize really new and alternative measurement solutions that tie exposures to outcomes,” Piner said. “We’d have to prioritize those as well as talent, key analytics talent, to use multiple models, multiple data sets, multiple tools to piece together a full picture that we could get, because there are gaps.”
Data interoperability and industry standards are helping to make the media marketplace more transparent, which encourages advertisers to spend their media dollars in ways that get results.
“It’s the use of multiple viewership data sources that we need to be tapping into,” Piner said. “This is partner data, partner viewership data, operator viewership data, also device viewership data and panel data.”
You’re watching “Measurement for a Streaming-First World,” a Beet.TV Leadership Series, presented by EDO. For more videos from this series, please visit this page.
