Fireside Chat: Future of TV Measurement, Advanced Advertising & TV Platforms
Krishan Bhatia, EVP, NBCUniversal interviewed by Lucia Moses, Business Insider.
Krishan confirmed that the cross-platform premium video ecosystem is in the midst of tremendous change and increased complexity. He said NBCU is not opposed to industry-wide initiatives, but they want to take the lead in what is best for their business.
He pointed out that in the future we might not need a single currency for trading cross-platform video, but that individual media companies may rely on their own metrics. This can include counting campaign impressions such as NBC’s CFlight, along with customized measurement of impact. His feeling is that agencies and marketers are growing more comfortable using proprietary metrics from different TV networks, along with entire marketing solutions that are more tailored to the needs of a marketer and may include customized content integration as well as customized measurement.
Business Leaders Speak Out
Janet Balis, at EY moderated a panel with Rob Master, VP, Unilever; David Cohen, President, MAGNA Global; Laura Nathanson, EVP, Disney Advertising Sales.
Rob pointed out that Unilever is creating their own customized solutions for cross-media measurement, even if they’re not perfect yet. He acknowledged the need for more transparency, along with a common language and method for counting impressions. David spoke about his desire for the TV industry to move to commercial minute ratings as a parallel currency to C3 ratings in the 2019 Upfront. Laura shared news that Disney has created one sales organization for cross-platform video across all Disney brands.
The panelists discussed the challenges of targeting and addressability vs. reaching broad targets with mass products. They also indicated that we need to resolve issues with comparability of metrics for counting impressions while moving ahead with attribution solutions. They discussed data privacy issues surrounding the ability of marketers to measure deduplicated reach across all marketing channels.
CIMM Study Release: TV Attribution Whitepaper/Provider Guide & Discussion Panel
Alice Sylvester, Partner at Sequent Partners, introduced the new TV Attribution Provider Guide. She reviewed challenges of TV Attribution, including how to measure all kinds of TV; handling short-term vs. longer term impact of TV, along with upper and lower funnel impacts; disentangling issues with data quality of both viewing and impact data, and the use of control groups to capture incremental sales; bridging the knowledge gap among vendors and clients; implementing the right solution to match the right challenge; how to validate and apply results; the importance of not forgetting the impact of ad creative. TV Attribution Guide available here.
Jim Spaeth, Partner at Sequent Partners, moderated a panel with Alice and Claudio Marcus, GM, FreeWheel and Lisa Giacosa, EVP, Spark Foundry.
Panelists were excited about the new granular TV data but also warned that sellers need to be transparent about their offerings and buyers need to be smart about asking all the hard questions. Claudio told a story about how Comcast decided to release their ad exposure data when they realized it helps sellers show the value of TV. Lisa informed the audience that marketers need to understand the impact of TV as part of a holistic attribution solution including an array of marketing channels and tactics, e.g. FSIs, pricing, search, social, print, customer experience.
TAXI COMPLETE: Multiple use cases for a new industry “UPC Code”
Harold Geller, Executive Director, Ad-ID; Will Kreth, Executive Director, Entertainment Identifier Registry; Steve Davis, Global Product Director, Kantar Media.
The panel shared progress on achieving TAXI (Trackable Asset Cross-Platform Identification) Complete. They also explained the initiative to embed standardized identifiers (Ad-ID for ads and EIDR for content) into an audio watermark from Kantar Media. They showed examples of innovative new uses, from tracking and measurement to Dynamic Ad Insertion (DAI) and second screen synching.
Presentation slides available here.
Source: CIMM, (2019, February 7). Summary of 2.7.19 CIMM Cross-Platform Video Measurement & Data Summit. CIMM.
Editor’s Note: Due to overwhelming response on this topic, we will be adding a “part 3” next week featuring the remaining panels and presentations, the agenda, and commentary from Jane Clarke, CEO, Managing Director at CIMM.