Jack Benjamin hosts a panel of video researchers to unpack what is behind a “view” and how advertisers can cut through to increasingly attention-poor audiences.
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We have a fax machine TV trading system in the AI age. But the need for structural change can only be addressed with the full participation of the agency community.
| Maria Iu
A question is sent the user’s device that can provide information on awareness, consideration and more.
Advertisers need to “lean in” more to the cross-measurement project, according to the trade body’s director-general.
Broadcasters are looking to challenge tech platforms by measuring outcomes.
The planning tool has been overestimating BVOD reach for years. The TV measurement body is now working on a fix that would align its reporting with CFlight.
In a frank speech to an audience of media researchers, Bullis warned that attribution is bad and ‘getting worse’, brands should experiment more and the UK industry risks being ‘overly proud’ of audience panels.
Ipsos has confirmed it is talks to purchase Kantar Media. Doing so would consolidate its control over TV ratings measurement for a supplier that already works with several JICs.
| Maria Iu
Appointment follows deals with Disney+ and YouTube, and three recent hires in the department.
Progress in online audience measurement means putting humans at the heart of media and working through a deep understanding of real people. Not IDs, devices, users or accounts.