During Advertising Week, leaders in the world of media measurement and analytic services participated in a panel discussion, which was moderated by Gayle Fuguitt, President and CEO, ARF. The “The C-Suite Mobilizes” panel discussed and debated two major issues:
-When will analytic and measurement functions look, feel and act as smartly as your mobile phone?
-How is the C-Suite leading us out of the “Frankenmetrics” world?
Participants in this panel:
Artie Bulgrin, SVP, Global Research & Analytics, ESPN
Steve Hasker, Global President, Nielsen
Bill Livek, Vice Chairman & CEO, Rentrak
Pierre Le Manh, CEO, Ipsos, North America
Andrew Appel, President & CEO, IRI
Lori Hiltz, CEO, Havas Media, North America
Serge Matta, President & CEO, comScore
Brian Wong, CEO/Founder, Kiip
The participants discussed the dramatic changes and fragmentation in the field of media measurement and demographic currencies, the lack of standards across media platforms, the development of large cross-platform measurement services, the influence of big data and many other critical issues.
Gayle concluded the panel by presenting a final question to all participants: “Looking ahead five years, how will buyers and sellers be transacting in the year 2020?”
Speaking at this Advertising Week panel, Nielsen Global President, Steve Hasker, discussed his company’s “total audience measurement tool,” which the company will roll out by the end of 2015. This product will provide a way to measure audience across all platforms, so that advertisers and media companies will be able to track viewership of digital and TV content in an apples-to-apples fashion, according to Nielsen.
Steve Hasker also stated the CBS will begin to include Nielsen’s digital audience measurement in its TV ratings, according to reporting by Steven Perlberg, The Wall Street Journal.
