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Mark Green

Member since August 2017Contact Mark

Mark Green is Chief Strategy Officer at TVision Insights, the leader in measuring eyes-on-screen attention to every second of programming and advertising on television

Articles by Mark All articles by Mark

  • It's Time To Apply Digital Video Metrics To TV Ratings in Television News Daily on 08/31/2017

    If we focus on duration of viewability for cross-screen video, then it makes sense to do the same for the television audience. Measuring duration of "watching" TV would deliver more valuable data to networks and advertisers to improve impact.

  • Ford Dangles 'Idol' Finale In Promo  in Marketing Daily on 05/06/2009

    Ford is also working with an agency called House Party to organize 1,000 private house parties for the night of the finale. Local Ford dealers will loan new 2010 Ford Fusions to party hosts for the evening.

  • Media Metrics: The Price Is Right in Media Magazine on 02/22/2008

    It boils down to choice. Price is a matter of choice. More choice tends to make consumers more sensitive to price. The jargon is elastic, meaning that if the price goes up a little then the demand will go down a lot. This is due to the value that consumers perceive - the maximum price they are willing to pay.

  • Targeting: Looking into the Stars in Media Magazine on 01/31/2008

    I keep feeling like I am standing on top of an iceberg, unable to see what is below the waterline. At any time worldviews can flip. Then, what has been underwater sees the light of the day.

  • Targeting: A Crisis of Confidence in Media Magazine on 11/01/2007

    Some market and media researchers have moved from expensive random digit dialing, mailings and in-person research to the significantly less pricey platform of online research.

  • Targeting: It's - Still - All in the Mix in Media Magazine on 08/31/2007

    Every other year, accountability makes a resurgence. "Like it or not, CMOs still have to prove their worth" reads a recent headline in one major ad industry publication. But even as ad agencies work overtime in an attempt to link data with the machinery of statistics, the big question remains, how do you calculate, monitor and manage accountability?

  • Targeting: Google's Got The Key in Media Magazine on 02/27/2007

    We swim in a sea of data. Focus groups, transactions, all sorts of surveys, Web traffic, assorted non-sale responses, TV meters, portable meters, mall intercepts, and contests - and that's just to name a few. But what matters, and what's the value? These are becoming strategic questions for many companies. Answers lie in what metrics can be used to run your business.

  • Targeting: Media Planning Died Last Year in Media Magazine on 12/29/2006

    Independent companies have been trying to start up ad auction exchanges for years. Remember the famously flamboyant endeavor of the now-failed Enron? Well, the Association of National Advertisers (ANA) thinks it's time to get serious and tapped eBay to create the first successful ad auction platform. The initiative faces resistance from media agencies. Martin Sorrell, CEO of the WPP Group, summed up the feeling by coining the new term "frienemy," concisely expressing his combativeness toward the automated, Internet-focused ad placement services promoted by Google and Microsoft.

  • Targeting: From Seeing to Believing in Media Magazine on 11/28/2006

    Almost 40 years ago, the media community started negotiating television deals on gross ratings points for persons instead of households. Ten years ago, some intrepid buyers started to include the importance of unduplicated rating points, commonly called reach, in their negotiations. More recently, a few buyers began to target consumer ratings instead of demographic ratings.

  • Targeting: Paying for Attention in Media Magazine on 10/26/2006

    The advertising research foundation (ARF) is making a valiant effort to champion "engagement" as the future of communications metrics. Its insistence that the metrics be reliable, valid, and predictive is exactly right. ARF's definition, arrived at this summer, announces: "Engagement is turning on a prospect to brand idea enhanced by the surrounding context."

Comments by Mark All comments by Mark

  • Trumpela Effect Part 2: White House Alters Official Historical Media Records To Distort What Happened by Joe Mandese (Red, White & Blog on 07/25/2018)

    Is Rosemary Wood back on the job?

  • TV Advertising's Future Will Focus On What We Actually DO With Data by Dave Morgan (Media Insider on 07/12/2018)

    Agree that data is not the new oil. The other question about data is: what is the information that it provides? Take Nielsen's gold standard peoplemeter data. Does this really report who is watching television? It tells us the period of time between pushing buttons and what the television is tuned to during that time segment. On the digital side, there is a good deal of analysis and testing of noisy data feeds to separate signals from the noise. Terms like IVT and viewability are outcomes of this processing. And there is always talk of changing collection methods to produce less noisy data. Maybe, it is time to start thinking about this on the television side too. Let's identify the seconds people are looking at the television instead of just pushing buttons. Maybe looking at the television could become the new "watching". It would certainly be a less noisy signal of watching.

  • It's Time To Apply Digital Video Metrics To TV Ratings by Mark Green (Television News Daily on 08/31/2017)

    Ed, Agree with your discussion on Nielsen details. I worked as a global leader at Nielsen running large sections of what it used to call Measurement Sciences, before I moved into the world of scaling startups. You are correct that I am providing practical descriptions of what in my view (and experience) the measurements represent instead of a technical descriptions. Thank you for clarifiying. As you know, I would advocate introducing computer vision tech in the home. I have seen firsthand at TVision that this works. Regarding digital, agree that more work is needed. Working on it, but I think interactive media typically has more continuous involvement than passive media. Finally, I am still a big fan of TV and its power to communicate. I just think we need better measurments on which parts drive the impact to enable better experiences and more efficient leverage of its power. Best, Mark

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