Two major challenges that plague the TV ad industry – inflation and excess frequency – are fueled by flawed measurement that doesn’t accurately account for unduplicated audiences across linear and streaming. Advertisers often risk making decisions based on incorrect variables if they don’t have a clear understanding of the true reach of viewers who have consumed content across various platforms. That’s why the future of optimizing media dollar allocation depends on better data and stronger measurement.
Kelly Abcarian, EVP Measurement & Impact at NBCUniversal, shares with iSpot how accurate, cross-platform measurement can help brands solve for the cost of inflation and excess frequency.
In the face of tightening media budgets, advertisers are eager to prove the value of every dollar spent. And trying new currencies is a crucial step for both brands and publishers to find success in today’s dynamic media landscape. A key tenant of the Joint Industry Committee (JIC) is to create consistent standards and harmonization across data sets from third-party measurement partners. This development of trusted currencies for streaming TV empowers advertisers with the ability to understand true deduplication against large scale data sets on linear viewership.
Further, Abcarian explains how new cross-platform currencies and big data foster trusted opportunities to understand the allocation of media dollars.
As Abcarian urges brands, agencies and publishers to lean into new cross-platform currencies, the industry at large is set for growth with these innovations. Stay tuned for insight on additional cross-platform TV measurement topics in “Industry Perspectives” from iSpot and our partners.