These three initiatives for audience measurement are helping marketers

With the growth of streaming comes a natural digital display of content and advertising. This has brought about major changes in both the entertainment and advertising industries. And the results are considerable. “As a result of this change, there is a growing need to more accurately measure digital media consumption and to update linear his broadcast and cable network measurement methods,” says Associate Professor at California State University, Northridge. Professor Todd Holmes sums it up.

However, the timing is interesting. This shift comes at a time when the industry is more open than ever to new alternatives due to specific problems that have revealed the need for better and more reliable data. As a result, the Video Advertising Bureau (VAB) is a trade group that promotes the interests of the television advertising business for cable and television broadcast networks, as well as other program distributors and creators, including ANA, OpenAP, NBC Includes three, each headed by Universal:

ANA Cross Media Measurement Initiative

The Association of National Advertisers’ (ANA) Cross-Media Measurement Initiative is a partnership between ANA and Comscore.
Score
, a global media measurement and analytics company. The partnership develops privacy-preserving cross-media measurement solutions for marketers.

Holmes explains: Enable planning and optimization to de-duplicate reach and frequency across all media channels. Provides the ability to assess the full and cumulative effectiveness of campaigns across all media channels and devices, including the value of specific media channels. ”

Ultimately, their approach, using a methodology called Virtual People ID (VID), maximizes reach while preserving privacy, and does so by assigning synthetic identifiers to media viewer behavior. This eliminates the need to use third-party digital identifiers such as her cookies or mobile advertising IDs. ANA’s EVP Bill Tucker said:

OpenID

An initiative by Open AP, OpenID uses unique identifiers to allow both linear and digital audiences to resolve to a common identity framework. This means you can get audience data for both traditional broadcast TV and streaming services in one place. You can also define your audience down to individuals. Doing all of this unlocks advanced TV advertising cross-platform capabilities.

Holmes explains: Multiple TV His publisher is evolving advanced TV from age and gender demographics to his ID-based targeting. ”

Networks currently using OpenID include AMC Networks, A+E Networks, Crown Media, Discovery, Disney, and Fox.
Foxa
Corporation, NBCUniversal, Univision, ViacomCBS, WarnerMedia, and The Weather Channel. This broad adoption shows that TV publishers are willing to both collaborate and invest when it means accelerating the speed to market of advanced targeting.

Sean Cunningham, VAB President and CEO, said: Cross-screen, multi-platform viewing environments, and the creation of common cross-platform identities provide TV publishers with a scalable way to provide a more holistic view of their cross-screen reach. ”

NBC’s Innovation Forum

Stakeholders from all sectors of the industry can learn about all existing measurement solutions through NBC’s forums. Kelly Abcarian says: According to Abcarian, the Measurement Innovation Forum aims to: (2) work closely with existing initiatives to create and publish industry-wide frameworks and best practices; (3) Discuss and strategize how the new metric can scale across the industry.

Effectively, this initiative complements the work of ANA, VAB and OpenAP. There are also many advertisers and measurement companies currently participating in the forum. Participating advertisers include Citicorp, Ford, L’Oreal, Rocket Mortgage, Target and Volkswagen. Industry associations such as the Ad Council, Four As, Association of National Advertisers, Advertising Research Foundation, IAB, Open AP and TVB also participate.
VB
, VAB, and Media Ratings Council. Participating agencies include 360i, Active International, Canvas, dentsu, GroupM, Havas, Horizon Media, Magna, OMD, Publicis, RPA and Wieden+Kennedy.

result

Although the task force has been in existence for just over a year, it is already producing results. The Pursuit Channel beat out its nearest network competitors and won a major automotive account thanks to Comscore TV’s robust national reporting and innovative Advanced Audience segment. BET has started applying an innovative approach to how big events are measured. Stirista also leveraged the client’s website ID tools and audience profiles to retain existing customers and acquire new ones through data-driven solutions.

Sean Cunningham, VAB President and CEO, said: For marketers looking to grow their business and brand, sooner or later they will win. ” As these initiatives succeed in accelerating the pace of overdue innovation in media measurement and currency, we can expect to continue to see and experience their benefits in the coming year.