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PALM SPRINGS – After comScore’s merger with Rentrak to combine multi-platform media measurement, it’s over to you, Nielsen.
Ad agency Group M chairman Irwin Gotlieb last year told Beet.TV media measurement is broken because measurers are using the wrong yardstick in the multi-screen era.
So last year Nielsen launched Total Audience Measurement, a way to apply its Total Content Ratings to viewing across all screens.
Nielsen product leadership SVP David Wong tells Beet.TV that, after a couple of quarters, the system is now “in an onboarding phase” – seeking customers to come aboard, reporting that viewing.
“Over the next few months, the platforms will light up,” Wong says.
“Video is where all the growth is going to come in the future,” he adds. “That’s where Nielsen is focusing all our efforts to solve … complete, total audience video measurement – measuring video regardless of how it’s distributed, how it’s consumed, how it’s monetized, and to be able to do this in a consistent way with a comparable methodology across all these platforms.
“We have measurement for everything that shows up on the TV glass… all DVR viewing, VOD viewing, even over-the-top platforms… the problem we’re solving right now is, how do we bring in the digital part from computer and mobile devices?”
We conducted this interview last month at the IAB Annual Leadership Meeting.
LAS VEGAS — These days, it seems it is no longer enough for a consulting firm to just offering consulting advice – you have to back it up with implementation, too.
That’s what Deloitte is doing by partnering with three software providers to wrap up their offerings as one of its own, the so-called MarketMix for Media.
The company says the suite is an “over-the-top (OTT) platform to help Media and Entertainment (M&E) companies launch, monetize, and manage direct-to-consumer (DTC) content offerings”. Launched at the recent Consumer Electronics Show, it is comprised by three prongs:
So why is Deloitte getting in the game? Deloitte Digital principal Danny Ledge tells Beet.TV: “We looked at this as a two-stage shift in viewing behaviors:
Announcing its involvement, Adobe said: “The TV market has shifted. The growing adoption of OTT services among consumers has created an opportunity for media companies to develop a direct relationship with their audience instead of relying on distributors.
“This often involves a complete digital transformation that includes running new business operations, deploying new technology, and managing new engagement models.”
When programmatic ad trading entered the marketplace in the form of real-time buying from open online ad networks, many publishers feared it would devalue their inventory.
But, slowly, publishers have begun to exert controls to keep pricing higher than that. Now rates could rise higher again, one exec says.
“Publishers put their inventory in too quickly and didn’t manage that inventory – we started off in a low-rate environment,” programmatic VP Meredith Chip Schenck tells Beet.TV in this video interview. “That stigma has stuck.”
Since then, so-called private programmatic marketplaces, which ringfence inventory sources in to premium clusters, have done much to ease publishers’ concerns.
“There should not be a rate difference,” Schenck says. “We foresee a time when programmatic premium buying should actually be more expensive than standard direct buying for run-of-network or run-of-site media.”
Meredith is now making more revenue from premium programmatic than from open programmatic, and Schenck thinks there are more potential ways than even private marketplaces in which publishers can wring premium value from programmatic trading.
This video part of a series about the state of programmatic advertising sponsored by OpenX. Please find other videos from the series here.
PALM SPRINGS — Bloomberg appears to have been undergoing a renaissance lately, with a line-up of strong products and a solid identity running across its many media outposts.
In the latest new advertising tie-up, Bloomberg Media has sold a sponsorship for the green room, during its new Bloomberg Go morning TV show, to Hewlett Packard Enterprises.
Variety reports: “The network joins some of its rivals in TV’s frenetic morning-news scrum in letting advertisers gain a seat, of sorts, at their news desk.”
How does Bloomberg sell ads across not just TV, but multiple screens? “This is all about innovation, more so than even disruption,” chief revenue officer and client partnership officer Paul Caine tells Beet.TV in this video interview.
“We’re in this state right now where consumers are continuing to adopt our platforms, continuing to engage with our premium content.
“There are many issues that have faced this industry – but we’re at this inflection point where it is all about how to best connect with our customers.”
We interviewed him last month at the IAB annual leadership meeting.
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