John-Michael Del Valle - Head of LiveRamp TV Specialist Team, LiveRamp
Justin Fromm - SVP, Head of Research, LG Ads
Brian Fuhrer - SVP, Product Strategy & Thought Leadership, Nielsen
Bob Ivins - Chief Strategy Officer, TVSquared by Innovid
Jon Watts – Managing Director, CIMM MODERATOR
As a takeaway from the presentations, Brian Fuhrer (Nielsen) indicated that we have to lean in “beyond linear" television due to all the opportunities in measurement beyond traditional linear television.
Justin Fromm (LG Ads) noted the challenges in measurement in the new viewing ecosystem, indicating that everyone's approach to these new viewing habits is slightly different. He pointed to all the digital measurement capabilities we currently have, and the need to process the data at a more granular level.
Brian, pointing to ACR and set-top-box, noted that each data source has its challenge but putting them together in an effective way is critical for better audience measurement.
Regarding live streaming, John-Michael Del Valle (LiveRamp) noted challenges from fragmentation and access to one-to-one impression-level data.
Brian noted that while content may derive from a linear platform, people are consuming content across multiple platforms and services. The measure of success will be measured via multiple platforms.
Bob Ivins – Chief Strategy Officer, TVSquared by Innovid
Consumer behavior has changed, they are not only in charge of what to watch but increasingly when, where and how to watch, creating a huge difference in the way television is measured.
The transformation in television has been driven by shifts in viewership, audience fragmentation, new and emerging platforms, along with new currencies and metrics. Currently, there are no accredited currencies in the marketplace regarding these changes.
Key components of cross-platform measurement include cross-channel (such as linear TV or CTV), cross-screen (such as the device the ad is viewed on) and the platform the ad is running on.
How and what to measure "in the era of converged TV" depends on the KPIs established, and a portfolio of metrics an advertiser can use when measuring ad success.
Linear TV still remains an important medium for advertisers, given its strength in reaching a large number of consumers in a small amount of time.
Linear TV ratings have declined by 40% - 60% over the last seven years. Those who watch linear TV often see the same commercials with great frequency. This shows the challenges advertisers face with linear television audiences, underscoring "why the focus is on incremental reach."
When the linear TV audience is analyzed using LG Ads’ ACR data it shows that the linear television audience is not homogenous, and behavior varies dramatically among viewers.
Changes in viewing behavior indicate reaching "incremental audiences" should also include linear TV along with CTV.
John-Michael Del Valle – Head of TV Specialist Team, LiveRamp
When measuring linear television using solely ACR data, up to 50% of attributed conversions may be missed.
In smaller campaigns based only on ACR data, both reach, impressions and frequency are underrepresented in linear television, pointing to the data based on STB as having higher accuracy rates.
Combining ACR data and STB data, particularly in multi-screen households, provides more accurate reach and frequency reporting, closer alignment to Nielsen results, a more definitive view of CTV/OTT reach extensions, more reliable insights and attribution reporting.