Panels remain crucial to measurement debate, Viaplay executive stresses
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As different markets grapple with the challenge of cross-media measurement, much of the focus needs to be on “the value of a good panel”, according to Viaplay product manager David Rasmusson.
Rasmusson, who sits on the board of MMS, the Swedish TV joint industry currency, told The Media Leader: “For any cross-media measurement, you’re going to run into challenges if you don’t have the panel beneath it.”
In Sweden, the cross-media measurement framework, much like Origin in the UK, is handled by advertisers.
He continued: “They’re faced with the challenge of combining the TV panel with the outdoor panel, with other streaming services…”
This means cross-media measurement Sweden (CMM Sweden) faces the same challenge as the UK in terms of seeking a neutral solution that does not solely rely on data provided by platforms themselves.
“It’s up to the advertisers,” Rasmusson continued. “If they want that level of quality in their measurement, they can make sure they buy from media that is within the measurement, or they can rely on whatever they can merge themselves.”
Advertisers on the initiative are working to ensure “ad delivery on one platform get measured in a fair way compared to everything else”, he added.
Ad experience
During December’s The Future of TV Advertising Global event, Rasmusson also discussed the wider connected TV market in the Nordics.
It differs from that of the UK in that it is still “heavy into ads”, he noted.
For that reason, there is more of a concerted effort in ensuring the streaming experience is good. Viaplay as an organisation is always seeking the “TV experience”, regardless of device.
“Having the broadcaster heritage is a strong factor,” Rasmusson explained. “Viaplay’s streaming service is always going to have those roots.”
A further way for Viaplay to differentiate itself amid a landscape of big global players is its local presence.
“This is what elevates the sports rights we acquire,” he continued. Even as global players fight for those rights, Rasmusson asked: “Will they have the same local foundation and the presence?”
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