I’m writing this from Paris, where I’ve spent the past two days talking about the future of video ad measurement across television, over-the-top TV platforms, and video ads on the large digital search and social platforms, thanks to events hosted and driven by EGTA, the global trade association of TV ad sellers, and WFA, the World Federation of Advertisers.
It’s been an intense and exciting series of discussions, and I’m going to leave Paris with a certain amount of optimism that we’re going to see some real advances in this area.
No one questions the need to bring TV and digital video measurements together. They may be bought in silos today, but they shouldn’t be measured that way. Certainly, a lot of issues come into play when you want to start integrating TV measurements with those on OTT and for campaigns delivered on the large digital platforms at a global level among them: methodology, privacy, regulation, national parochial interests, technology, data structures, etc.
But the partners, suppliers and agents of the media business need leadership. They have too many of their own turf wars when it comes to measurement, so it’s critical that advertisers are stepping up. Fortunately, the folks with the most at stake, the advertisers -- who ultimately fund nearly everything that happens in our industry -- are taking the lead to drive the process here. And it matters.
Here’s some ideas for what should play out over the next year or two:
Building measurement bridges between TV and large digital platforms. The barbells of media are the best place to start, with TV on one side and search and social on the other. Collectively, they represent 70% of ad spend, I suspect. If they find common ground, it will make a big difference for everyone.
Start with planning, then post campaign measurement and save currency for last. Boiling the ocean won’t work here. First, we need to plan better, then to evaluate what was bought. Let’s save currency for last; it involves way too much politics to take out early.
Over-include for data that will support outcome-based measurements. Business outcomes are becoming increasingly more important than media outputs to most marketers. Certainly that’s the case for those who are growing. Let’s make sure that we integrate data in such a way that we can not only track key media data, but tie in results as well.
Worry more about bringing in emerging digital platforms than getting all JIGs on board. Joint industry groups run most national TV measurements. By definition, they are parochial, protective, and move slowly. They and global digital platforms aren’t likely to get along well. Let’s solve for inclusiveness first (include big digital), and solve for JIGs’ problems later.
Don’t let the pursuit of perfection get in the way of achieving better. Progress is important. Enough said.
What do you think? Are we ready for cross-platform video ad measurement?
Source: mediapost.com
