Data, Data Everywhere in the Upfront: An Overview -- Part 4

Here Iamp160ask whether there should be a standard metric that helps to link all of these initiatives and if so what should that metric be You can read Parts 1 2 and 3 of the series hereBill Feininger President of MassiveData a division of FourthWall Media is immersed in the reportage aspect of set top box data amp8220In my opinion impressions and reach are the most meaningful in measuring ad target performance and delivery to specific audience segmentsamp8221 he says As you will see in the following quotes from media company executives while there is some consensus for delivery there is also a growing interest in ROI engagement segmentation and a measurement metric that may vary from company to companyMy take If there is to be serious consideration for cross company data services scalability as well as an industry accepted cross platform measurement we need to agree on a standard metric It could be delivery It could be reach It could even be a form of ROI although that might be harder to standardize across advertising categories But if we cannot agree to a common measurement metric our ability to create an industrywide measurement for the 21st century that is not based on amp8220proxiesamp8221 of age and gender is severely compromised And if we continue to rely on agegender we will not realize the true value of Big Data in our media currencyQuestion 4 Do we need a standard metric with all of these data innovations If so then what should it beDavid Poltrack Chief Research Officer CBS Corporation and President of CBS VISION We need to be able to employ the new metrics across the full range of platform and programming options However the metrics used by each marketer are likely to vary considerably This limits the benefits of standardizationTom Ziangas Senior Vice President Research and Insights AMC Networks I would prefer a amp8220commonamp8221 metric and they should be time spent reach duplicated and unduplicated and gross average impressionsPaul Haddad Senior Vice President and General Manager Advanced Data Analytics Cablevision Media Sales Today the advertiser demand for a standard metric has been increasing and we view the evolution to an audience impression measurement as a viable solution to accommodate the multiscreen aspect of media planningamp160 Censuslevel data provides more stability with audience segmentation unlike samplebased methods that break down with audience fragmentation There is a growing amount of data available however it remains in silos and the industry would benefit from a more formalized structure to normalize the data Once a connection is made for the disparate datasets we will have a complete holistic view of consumption and the ability to reach audiences based on how consumers consumeBeth Rockwood Senior Vice President Market Resources Discovery Communications In order to have a marketplace at least for the near term it is important to have a standard metricamp160 This will continue to be agesex demographics as measured by Nielsenamp160 As advertisers and networks become more comfortable with new data sets we will begin to place a greater priority on behavioral targets and tip more towards these metrics since they are closer to clientsamp8217 KPIsKatie Larkin Executive Vice President Advertising Sales Research and Strategy NBCU We are at a time in our industry where we need to move beyond age and gender We can be more precise with consumer and behavioral targeting Technology has changed the world by giving consumers more access and more choice Reach and concentration of target audiences are key metrics for marketers to target today39s audiences Beyond that we have the potential to provide ROI analytics which varies by client based on their KPIsMike Rosen Executive Vice President Advertising Sales NBCU When any marketer is looking for a competitive advantage in their category standardization doesnamp8217t give you a competitive advantage You need a unique way to measure against a unique strategyGeri Wang President Ad Sales ABC We need to agree that the unit of trade will continue to be the impression and as digital and linear TV evolve to similar addressable models that we are counting impressions the same way Today TV ratings are based on average minute commercial ratings and digital inventory is based on adserved impression counts with varying degrees of viewability and fraud factored inamp160 We need a common crossplatform impression definition so that addressable ads can be counted and managed equitablyamp160 Additionally we need to recognize that as data offerings amp8220fragmentamp8221 and become proprietary it will be much more difficult for buyers and sellers to evaluate the marketplace on an applestoapples basisamp160 Some level of industry standardization around audience segmentation will be required for the marketplace to evolve in a scalable fashionKern Schireson Executive Vice President Data Strategy and Consumer Intelligence Viacom With the many ways content is being consumed we are focused on continuously evolving and innovating our data capture and proprietary predictive methods in order to bring advertisers precisely to the consumers they want to engage with meaningfully The impact of engagement is more relevant than ever and thatamp8217s a key area of focus for usHanna Gryncwajg Senior Vice President Sales RLTV amp160I39m not sure we can get to a fully standard metric considering all of the different data available today That said I do think the industry would move quicker to scalable metrics if there were some broad category standards and within those categories specific attributes that could be bundled together with an algorithmic applicationamp160 This would also enable smallindependent networks and big media companies to be able to compete in the same formatPart 5 to be published next week gives the nod to research and asks the questions What is the status of the research department in your company Has the data imperative changed the perceptions of your departments If so then howThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillage management or associated bloggers

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Data, Data Everywhere in the Upfront: An Overview -- Part 4

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Charlene Weisler

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