We asked executives in our industry what the next step is for more accurate audience measurement. Here’s what they had to say.
The first urgency on the path to more accurate measurement is for far reaching disclosures from legacy TV measurement provider Nielsen, given their near-term product roadmap includes two enormous measurement/currency changes and meaningful details about those two changes have been scarce. The second urgency is ‘operational’—we applaud the sheer volume of testing cross-platform measurement options (Comscore, ISpot, Nielsen, VideoAmp, Samba, 605, TVSquared/Innovid and others), and it’s clear that recent advances in more fluidly executing full end-to-end usage of multiple currencies is the next great accelerator to marketer’s getting ‘the full funnel payoff’ of currency optionality.
When it comes to audience measurement, we’re seeing a renewed focus on local from a national level. Streaming is enabling advertisers to better reach and measure against these niche local audiences like ‘families who shop green’ at scale across all 210 DMAs. We also have access to ACR technology which verifies ads were actually seen, and the ability to measure and verify campaign ROI against full-funnel objectives.
Group Vice President, Platform+
ACR data is the most accurate source of truth for all content that hits the screen independent of input. This is critical to understanding viewership given the complex dynamics of a fragmented streaming environment where content is streamed from a variety of different apps, inputs and devices. That’s a unique challenge to the CTV environment, and therefore it needs a unique CTV solution. Because all roads lead to the TV screen, measuring what appears on that screen is the best approach.”