Getting Cross-Platform Measurement Off the Sidelines

The problem is not a lack of quality reliable measurement for the different elements in the media mix amp160The challenge lies in the complexity of putting the pieces together in a cross platform view and getting the players to agree on the formulas used to compare them amp160Itamp8217s easy to see why There has been no shortage of fumbled attempts at simple crossplatform comparisons Beginning in 2015 headlines compared TV to digital video using average minute audience for TV how many viewers there are to an average minute of content and digital views the gross number of times a video is viewed amp160Today a key part of the industry debate hinges on how many seconds or minutes a person should view a piece of content for it to be counted and then importantly compared to a different type of contentThis challenge of comparing unlike things is not unique to media amp160With the World Series in play itamp8217s timely to look at baseballamp8217s sabermetrics for inspiration or caution amp160The metric WAR wins above replacement facilitates comparisons of players of different positions and skills by summing up their total contribution to the game amp160It integrates hitting pitching defense or running bases WAR isnamp8217t a precise metric amp160It suffers from vagaries error rates and lots of teethgnashing about how to improveBut letamp8217s apply this construct to how an advertiser might evaluate media content for a cross platform campaign amp160Imagine the amp8220playersamp8221 are TVcable networks or stations digital video platforms or newsfeeds web publishers and audio stations amp160Each medium has different amp8220skillsamp8221 like ability to deliver reach engagement and ability to trigger an immediate response amp160Today these skills are measured by different KPIs clicks views average minute and so on amp160Itamp8217s conceivable that a WARlike metric for media could harmonize all of these elements into a single metric to facilitate comparisonsHere39s the reality Marketers donamp8217t want more data or opaque metrics amp160The calls for viewability are a vote for consistency and transparency amp160As we look forward into 2018 buyers and sellers need a practical simple framework for comparisons they can have confidence in and we need to collectively step forward and use the information we already haveA better starting place is a set of metrics built on the fundamental pillars of reach how many and time how long applied consistently to all the players in the media mix amp160These are the keys to activating crossplatform measurement and the only reliable way to eliminate duplication across each screen and media property a crucial input for understanding crossplatform reachHow do we get there amp160The crediting rules used today for streaming video and linear television are different amp160Digital video measures accrue the moment content renders on the screen amp160For linear TV viewers must watch the majority of a given minute for credit to count amp160This means that reach and time yield different results making the comparison inaccurate amp160While there may not be a WARlike metric today at least not yet or consensus on a single definition we are innovating to be able toamp160adjust the duration and viewability criteria we apply to study the comparisons between TV and digital video amp160At Nielsen weamp8217re building flexibility into our Total Content Ratings measurement to allow the industry to do just this amp160Our objective is not to replace existing metrics but to build a heuristic standardized and transparent that enables a broader interpretation of the marketplaceamp160It is important to underscore that comparable reach and time spent metrics are not the answer to quantifying marketing effectiveness amp160They wonamp8217t tell an advertiser what drove a consumer into their store or how they increased brand loyalty amp160But without a standardized enumeration all other analyses lack context amp160Without context there is no confidenceCrossmedia measurement and metrics have come a long way amp160Measurement is more sophisticated today than it ever has been amp160We now have the tools to allow all forms of media to compete fairly for advertisersamp8217 attention and a common terminology to compare players with very different strengths and skills amp160The ultimate goal of crossmedia measurement has long been to level the playing field amp160Now itamp8217s time to play ballClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Getting Cross-Platform Measurement Off the Sidelines

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Jessica Hogue

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Getting Cross-Platform Measurement Off the Sidelines

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