NBCUniversal Reveals Unified Measurement Currency Results with iSpot

According to Molen the yearlong study is quota major milestone to transform media measurement to reach consumers where they arequot She noted that it helps to address advertiser demand for the ultimate crossplatform measurement standardiSpot is an ad measurement and analytics company Early this year NBCU tapped iSpot as one of the vendors that would help it develop a new measurement framework Partnering with iSpot has enabled NBCU to contribute a new solution to the multicurrency future of the media ecosystem quotSome are stuck on legacyquot Molen said quotSome are grading their own homework or measuring themselvesquot But others are adopting new measurement currencies quotAlready 40 of our Upfront deals have been outside the traditional age and gender guaranteesquot using a range of other data suppliers such as Adsmart iSpot and OpenAP she addedThe industry needs to unify and codify a new currency using alternative measurement services and the partnership with iSpot is pivotal to NBCU39s measurement goals quotThey are our first certified partner and a trusted partner of the industry for over a decadequot Molen explained adding that iSpot also received the seal of approval from many of NBCU39s advertisers In fact over 30 of the advertisers showcased in NBCU39s pilot study were already iSpot customersMolen noted that it39s a major step in media measurement to have an ability to quotbridge the gaps between platforms and even across the buy and sell sidequot combining all of NBCU39s platforms with one unified measurement method that delivers daily impressions within 48 hoursFor Abcarian this effort is all part of the bigger plan to quotmove our industry forward with better measurement solutions and trying to keep up with the changing evergrowing consumer behaviorsquotNBCU39s ninemonth journey to find the right measurement partner started with an RFP that attracted over 120 measurement providers across six measurement categories This was followed by a test of 16 advertisers over the Summer Olympics across six crossplatform currency partners After that there was a range of industry initiatives and announcements the certification of nine NBCU measurement partners whose studies focused on the Winter Olympics and Super Bowl and finally a 67advertiser pilot test examining 158 brandsquotThe key takeaway from our last nine months is that crossplatform currency is here and it is ready to act and transactquot Abcarian saidAs for the pilot study with iSpot a notable advancement was the mitigation of friction by using quotdirect servertoserver integration so brands could measure all ads across all platforms and all ads fastquot she addedAfter hours of training 800 users and testing across a threemonth period for the 12 brands NBCU saw an average 546 million impressions per brand There was an average mix of 9 on OTT and 91 on linearAdvertisers were categorized by their mix of linear and OTT and fell into the following categories socalled quotBeginnersquot with 10 OTT in their media mix quotExperimentersquot at 1020 OTT quotAdventurersquot at 2030 and quotPioneersquot at 30 The test results showed that brands with a rich mix of OTT did better with overall greater reach and acceptable levels of frequencyMuller revealed the results of the pilot study that looked at a large retail brand quotProbably the overarching learning here is that linear and streaming can no longer be planned measured and transacted in silosquot he explained The retail brand began its campaign with a very low mix of OTT and over the span of the campaign increased its OTT weight The result was a significant increase in reach using more OTT quotas linear was saturated and more frequency was building up And as they layered in streaming there was pure incremental reachquot he revealedWhat did NBCU learn All brands are underleveraged on NBCU OTT in driving reach The pilot study proved that a careful mixture of OTT and linear depending on the target consumer goal can result in optimizing reach and frequency that can be smoothed out by moving media weight from linear to OTTquotThe power of premium content is critically important across our linear and OTT platforms to drive reach and results for our advertisersquot Abcarian said The ability to measure all viewing in a unified way enables advertisers to value and optimize all of their inventory across all platforms with an optimal mix in a frictionless and seamless way with deduped reach and frequency she concludedClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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NBCUniversal Reveals Unified Measurement Currency Results with iSpot

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Charlene Weisler

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