Opinion
Media agencies are already making buying decisions based on video impression data that falls below the Barb benchmark, writes VMO2’s former head of media.
Origin is not just an Isba initiative, as you might conclude after reading Barb CEO Justin Sampson’s recent opinion piece.
It is the response to advertisers’ desire to create a far more accurate and accountable tool for cross channel measurement.
Although there has indeed been funding from some of the global tech giants, the plan is that over time Origin will be majority funded by advertisers through the Fractional Advertiser Contribution, as well as through lump sum contributions from advertisers involved in the beta trials.
Impression data already skewing media buys
Yes, Origin will include impression data that does not meet the Media Rating Council standard for video (100% in view for two seconds).
But none of the advertisers I have spoken to are planning on using Origin to look at channel reach for video based on impression data. Rather, they would look at reach based on MRC-standard views or more often than not, completed views.
In fact, most agency planning tools are already using reach curves based on impression data which is already skewing investment. This should be the focus of the broadcasters concerns, not Origin.
If anything, Origin is likely demonstrate the importance of quality, engaged video views (TV) over fleeting or even non-viewable impressions.
No data set is perfect. This includes Barb.
Advertisers accept Barb limits
For example, Barb data is not second by second.
One of the biggest errors this leads to is that first-in-break ratings are exaggerated since it is based on the average of the viewing of the last moments of the programme, combined with the viewing of the first advertiser in the break.
But just because there are some inaccuracies with the data, it doesn’t mean that all the data is rejected. Advertisers accept it for what it is, the best data available (anywhere) for measuring and verifying viewing of programs and advertising content.
It is for this reason that advertisers want Barb data included in Origin. It will make Origin better than it will be without it.
Barb is bigger than broadcast
As stated before in The Media Leader, Barb data is at least in part there to service the needs of the advertiser community.
Barb should not exist purely for TV broadcasters who provide the majority of its funding.
Neil Harrison was head of Media at Virgin Media O2
