Andreas Finzel’s Post

Current Currency We have officially entered the multi-currency era of TV advertising. "Wednesday the JIC announced it will certify Comscore and VideoAmp as national TV currencies ahead of May’s #upfront negotiations. Certification means that both measurement companies have accurate and census-representative data sets, which the #JIC considers the baseline requirements for buyers and sellers to transact. Now that two potential Nielsen alternatives have passed the JIC’s sniff test, buyers and sellers can decide for themselves which currencies best suit their needs, said Travis Scoles, SVP of advanced advertising at Paramount. (Paramount is one of the JIC’s founding members.)" https://lnkd.in/eXjKwANr. Two weeks ago, I wrote about why the television ad world desperately needs new currencies built for today's CTV ecosystem, today's multi-platform users, and today's outcome-based media buys. https://lnkd.in/eSG7e_Xp The JIC used far more demonstrable rigor in certifying these new currencies than anyone has ever been able to get out of Nielsen for how their expensive 🐂 💩 works. Now that Nielsen's hackneyed platform has industry-certified alternatives for buyers to choose, TV advertising can finally start moving past the past and towards the future. Congrats to my friends at Comscore, Inc. and VideoAmp on breaking through and breaking ground!

✅🖥️ AdExchanger (4/3): “On Wednesday, the JIC announced it will certify Comscore and VideoAmp as national TV currencies ahead of May’s upfront negotiations. In this case, certification means that both measurement companies have accurate and census-representative data sets, which the JIC considers the baseline requirements for buyers and sellers to transact. Now that two potential Nielsen alternatives have passed the JIC’s sniff test, buyers and sellers can decide for themselves which currencies best suit their needs, said the JIC. As certified national TV currencies, Comscore and VideoAmp will receive access to the JIC’s streaming data set when it launches next year. The data set will feature audience data from programmers and agencies that are part of the JIC. Ad measurement company iSpot did not receive full certification, but maintains the conditional certification it earned last September. It also gets another shot to apply for full certification in June.” ⬇️ #crossscreen #measurement #upfronts

CURRENCY 🪙 1. Comscore and VideoAmp Certification: The Joint Industry Committee (JIC) has officially certified Comscore and VideoAmp as national TV currencies, providing viable alternatives to Nielsen for accurate, census-representative data sets necessary for TV ad transactions. 2. Certification Significance for Upfront Negotiations: The certification of Comscore and VideoAmp, announced before the May upfront negotiations, opens up options for buyers and sellers in the TV ad market, indicating the JIC’s commitment to diversifying and improving measurement standards. 3. iSpot’s Conditional Certification and Future Plans: iSpot, while not achieving full certification, holds onto its conditional certification and aims to reapply for full certification in June after further refining its data collection and analysis techniques. 4. Certification Process Details: The JIC’s certification process consists of initial conditional certification based on access to detailed census-level data, followed by an intensive review of the data sets for accuracy and the ability to forecast ad reach and frequency. 5. Challenges in TV Ad Measurement Standardization: Despite the certification of new currencies, significant challenges remain in aligning measurement methods across linear and streaming TV ad buying, highlighting the ongoing need for industry-wide standards that accommodate evolving media consumption habits. 🌎Join the AdTechGod Slack Community : https://lnkd.in/g-XzVDkX 📖 Article by AdExchanger : https://lnkd.in/gQ3dTNhv

Upfronts should be interesting! Advertisers already need to deal with the confluence of CTV and Linear. New approved currencies should add some more spice to the mix…Yahoo can help advertisers navigate these murky waters with advanced tools that connect CTV and Linear for planning and optimization. #ctv #digitalmedia #upfront #digital https://lnkd.in/gHGER5ph

EMARKETER released their Ad Measurement Trends H1 2024 report with contributions from Fabrice Beer-Gabel, Intent IQ’s VP of strategy & partnerships In the report, EMARKETER highlights the challenges that buy and sell sides face as cookie deprecation continues. In this environment, it’s more important than ever to find an alternative ID that helps advertisers effectively target, measure and attribute. And when they use the right ones, it can even enhance performance over a cookie-enabled campaigns. Reach out to us to learn more about Intent IQ’s cookieless end to end solution that fuels better performance while delivering full funnel measurement and attribution. See the report here: https://lnkd.in/esfwDXuk

Analysts See Strong Growth Potential For The Trade Desk Amid CTV Expansion And Stable Digital Ad Market https://ift.tt/0e57Dr4 Analysts remain bullish on Trade Desk despite macro concerns, praising its strong performance in CTV and adaptation to evolving cookie policies. Latest Ratings for TTD Date Firm Action From To Mar 2022 Guggenheim Initiates Coverage On Buy Mar 2022 Benchmark Initiates Coverage On Hold Feb 2022 Keybanc Maintains Overweight View More Analyst Ratings for TTD View the Latest Analyst Ratings read more via Benzinga - Stock Market Quotes, Business News, Financial News, Trading Ideas, and Stock Research by Professionals https://ift.tt/B5PwIQo August 09, 2024 at 04:16PM

The ratings rabbit hole that one company went down and came back up winning - The folks at AnalyticOwl have visited 100+ media markets for TV and Radio clients. The common pain point seemed to be ratings...some stations were unrated, some stations were rated, but paying more each year, if ratings increased or decreased, but ultimately, ratings didn’t serve the advertiser very well. Sure, it’s a currency in the ad world...but the currency is based on a small sample of listeners and viewers and extrapolated to the population to determine listening and viewer habits. As AnalyticOwl kept collecting response metrics and creating industry-specific benchmarking it was clear that a new way of looking at ratings was viable. What if the currency was based on actual response from actual ad campaigns and not just ‘potential’ listeners or viewers. Response Ratings was born out of necessity to make ratings matter to advertisers. If an advertiser was to make an informed decision, what would they want to know...an obvious starting point is response results from advertisers within the same market, same industry and advertising on the same stations. Now Response Ratings has solved one of many ratings issues by making ratings relevant and based on actual ad campaigns.

Today's an important day for how UK media is going to be measured.... which is becoming more important than ever for how its traded as audiences continue to fragment. - ISBA's cross-media measurement initiative Origin is going live with real data for the first time - As The Media Leader UK revealed previously, Origin is pressing ahead without using Barb data in the platform. - In an oped today for TML, leading marketer Sam Taylor has hit back at suggestions that Origin would be a rival to Barb as a TV trading currency... - ...although advertisers are still in the position of paying twice for TV audience data: for how long will agencies/brands keep paying for a Barb subscription AND an advertiser levy which funds Origin? - Meanwhile Barb is bringing on streamers Netflix, Discovery+, and (soon) Disney+ on to its Advanced Campaign Hub which combines Barb panel data with media companies' first-party data. Lots going on in our daily newsletter today (below is just a fraction of it! Will post link in the comments)...

🎉 If you work in the advertising industry or you buy media for your company (or others), you know this is “big news”. Why is this a big deal? Finding an acurate measurement source for tv and digital and having accurate measurement in all markets has been a lone time problem. We can now build and compare our buying across multiple media platforms (TV, STV, OTT) with accurate comparisons across the country (that’s right- ALL 210 markets). Our clients don’t just sit in the top markets and they watch more than traditional TV; we needed a measurement that was evolving like as our industry evolved. This accreditation is “a massive differentiator for Comscore amid rapid change in the market”. Prior resources did not have enough data to report accurately but there was not another resource to replace it. Comscore is the resource we have long needed to make buying decisons. Comscore has been growing in adaption as companies faced these challenges but the MRC accreditation will accelerate movement. In 2021, Spectrum joined the 76 other partners of Comscore and began providing deidentified and aggregated data sources to provide them with richer and more granular consumer-level data sets. If you would like more information or to learn how Comscore can help plan, build and trasact better media plans; we can help! #spectrumreach

How To Measure TV And Video Viewership When Every Currency Is Different https://lnkd.in/dhzTpAHC