Advertiser Leadership Critical For Cross-Channel Video Ad Measurement

  • by , Featured Contributor, January 30, 2020

I’m writing this from Paris, where I’ve spent the past two days talking about the future of video ad measurement across television, over-the-top TV platforms, and video ads on the large digital search and social platforms, thanks to events hosted and driven by EGTA, the global trade association of TV ad sellers, and WFA, the World Federation of Advertisers.

It’s been an intense and exciting series of discussions, and I’m going to leave Paris with a certain amount of optimism that we’re going to see some real advances in this area.

No one questions the need to bring TV and digital video measurements together. They may be bought in silos today, but they shouldn’t be measured that way. 

Certainly, a lot of issues come into play when you want to start integrating TV measurements with those on OTT and for campaigns delivered on the large digital platforms at a global level  among them: methodology, privacy, regulation, national parochial interests, technology, data structures, etc.



But the partners, suppliers and agents of the media business need leadership. They have too many of their own turf wars when it comes to measurement, so it’s critical that advertisers are stepping up. 

Fortunately, the folks with the most at stake, the advertisers -- who ultimately fund nearly everything that happens in our industry -- are taking the lead to drive the process here. And it matters.

Here’s some ideas for what should play out over the next year or two:

Building measurement bridges between TV and large digital platforms. The barbells of media are the best place to start, with TV on one side and search and social on the other. Collectively, they represent 70% of ad spend, I suspect. If they find common ground, it will make a big difference for everyone. 

Start with planning, then post campaign measurement and save currency for last. Boiling the ocean won’t work here. First, we need to plan better, then to evaluate what was bought. Let’s save currency for last; it involves way too much politics to take out early.

Over-include for data that will support outcome-based measurements. Business outcomes are becoming increasingly more important than media outputs to most marketers. Certainly that’s the case for those who are growing. Let’s make sure that we integrate data in such a way that we can not only track key media data, but tie in results as well.

Worry more about bringing in emerging digital platforms than getting all JIGs on board. Joint industry groups run most national TV measurements. By definition, they are parochial, protective, and move slowly. They and global digital platforms aren’t likely to get along well. Let’s solve for inclusiveness first (include big digital), and solve for JIGs’ problems later.

Don’t let the pursuit of perfection get in the way of achieving better. Progress is important. Enough said.

What do you think? Are we ready for cross-platform video ad measurement?

6 comments about "Advertiser Leadership Critical For Cross-Channel Video Ad Measurement".
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  1. Ed Papazian from Media Dynamics Inc, January 30, 2020 at 4:48 p.m.

    Can't argue with your premise or suggestions, Dave. The problem is that advertisers---thousands of them in all sorts of product and service categories---- rarely work together on anything and this is certainly true of "media" which many of them regard as a bore. However, the path forward might be led by a number of the major ad agencies---much as we did in days of yore when we forced the introduction of viewer data, demographics, product usage matching, attentiveness studies, etc. upon the TV industry---with client media director support, of course---but the agencies developed all of the basic concepts working together for the common good. I wonder if that kind of cooperative effort---designed to improve the art as opposed to promoting an individual agency as being better than its rivals exists today. We live in the age of "me" not "we" as in the past. Can this be changed? Maybe.

  2. James Donius from Markeplace Measurement Worldwide, January 31, 2020 at 3:24 p.m.

    Advertisers are critical. They have a full view of total A&P. Often  promotion will account for more than 60% of total A&P and have a significant interaction with media. to exclude it would be naive and likely misleading

  3. Simon Thomas from GroupM replied, February 4, 2020 at 2:30 p.m.

    Global Agencies attended the event and the EACA, IPA, & 4As are active and enthusiastic participants in the working groups. Agency audience measurement experts from both sides of the Atlantic were closely involved in the preparation and at the summit alongside senior advertisers and WFA representatives. All of the global research agencies were also represented.
    i share Dave's optimisism and thank him for his perceptive questions and comments at the event.

  4. Ed Papazian from Media Dynamics Inc, February 4, 2020 at 3:38 p.m.

    Simon, I'm sure that every major ad agency has representation at any event that get's involved in this and many other media related subjects and I'm certain that, for the record, those attending as well as participants in various "working groups" that might be formed are very enthusiastic. Same goes for any advertiser people that took part. Unfortunately, based on past exerience, it will take more than this to make real progress and I believe that aside from the hoopla the agencies must take the lead---not the advertisers. By taking the lead,I mean putting real resources---including money and dedicated research as well as media planning/buying  experts---- on the job, with a cross agency mandate to see what can realistically be done, how long it may take, the proposed funding, etc. As part of this the media sellers  must be brought in as they will be vitally involved, again, not just individually, but as part of a cross seller effort that, at the end, will produce solutions that everyone will accept. Advertiser CMOs are simply lack the interest and knowledge to play more than a cheerleading role in such projects. Their media people are welcome but in reality, it will be the agency folks who take the lead.

  5. Dave Morgan from Simulmedia replied, February 5, 2020 at 8:16 a.m.

    Ed, I've been part of many events like the kind you describe. However, I do think that what is happening here is ilklely to come out differently ... the discussions were much less esoteric than they are sometimes in these kinds of events and were very practical and very pilot program focused. It also made a difffernce that the large digital platforms were involved and contributing. And, most importantly, the marketers were driving key parts of the conversation. I remain optimistic.

  6. Ed Papazian from Media Dynamics Inc, February 5, 2020 at 12:43 p.m.

    Dave, as you probably know, I am on your side on this subject and I would like to see advertisers becoming much more pro-active in the media area. Unfortunately, even today, I don't see them showing the kind of interest---in private---that they appear to display in public forums. Nevertheless, I, privately, hope to see a real change in their behavior.

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