Daryl McNutt

Articles by Daryl All articles by Daryl

• Are Pre-Roll Ads An Endangered Species?  in Online Video Daily on 06/24/2015
  

  The difference between those ads you see at the cinema before the reel of coming attractions starts is that you don't want to see that first bunch of ads, but you look forward to those trailers. But, after all, they're commercials, too. What can online video advertisers learn from that?

• Everything You Need To Know About The 2 Approaches To Cross-Device Advertising in Real-Time Daily on 04/09/2014
  

  With marketers constantly struggling to reach audiences across devices, it is becoming increasingly important to understand the ins and outs of cross-screen advertising. While most marketers know that device-matching is an important component of cross-screen advertising, the techniques used to pair devices each have benefits, risks and tradeoffs that should be more widely understood.

• Anytime Is Prime Time: Digital Video Dayparting Comes Of Age in Video Insider on 04/11/2012
  

  Traditional TV dayparting -- the practice of determining the most effective time of day for ads to play -- is being redefined by digital video. Prime time is no longer just evening TV from 8 p.m. to 11 p.m. (Nielsen People Meter). Prime time varies across different media and is highly influenced by the habits of "millennials," the Webification of older consumers and the emergence of digital video platforms that target users anywhere, anytime.

• Re-Space, Not Replace in Video Insider on 02/16/2012
  

  Traditional TV advertisers are looking to make online video a more integrated part of their overall media plans, and for good reason. A recent Nielsen/IAB study found that people who saw a video ad across all four screens, (TV+PC+Phone+Tablet) correctly recalled the ad 74% of the time, an increase from 50% ad recall when they saw the video on TV only.

Comments by Daryl All comments by Daryl

• The Importance Of Third-Party Measurement by Josh Chasin (Metrics Insider on 06/03/2015)
  

  I love all the conversation on this topic. Josh I think we could put something together for a great forum. Would be fun. Lets talk.

• The Importance Of Third-Party Measurement by Josh Chasin (Metrics Insider on 06/03/2015)
  

  I am a big Josh Chasin fan. I totally agree with the concept behind this article. My only ask is that comScore and Nielsen are transparent about the data and accuracy of their measurement models. I think we can have guaranteed buying based on vCE or OCR, but advertisers and agencies need to know the range of accuracy for the demo estimates. Also, both use underlying data sets of players that are competing for media dollars against others that are not part of the data being fed into these models. I think once we can have clarity and transparency we can really see third party measurement be a driver of media buying for the future. Might even get some of the TV spending to move over;-)

• Everything You Need To Know About The 2 Approaches To Cross-Device Advertising by Daryl McNutt (Real-Time Daily on 04/09/2014)
  

  Scott, more is to come and we have a couple of case studies in the mix. Keep pushing the industry. Great to have an advertiser voice comment. D

• Upfront 2013: Confessions Of A Digital Guy -- It's All About TV by Scott Ferber (Video Insider on 04/26/2013)
  

  This is a solid piece. I would add that Nielsen also needs to bring into play video planning tools similar to TV if it hopes to get full adoption of it's end to end products for online. OCR is a good step in the right direction but currently Nielsen as no way for advertisers to plan budgets cross screen. They admit their current tools miss a large segment of the video providers that have the largest reach and scale which includes folks like us and Videology.

• Video's Changing Metrics Landscape by Vijay Rao (Video Insider on 03/22/2013)
  

  Bravo! I like this move in the industry. As a provider the biggest hole currently is "With Power comes Responsibility". It's very difficult to build effective models when the research companies will not tell you the fundamental basics of accuracy for their projection models.

• Taking The 'Hype' Out Of Hypertargeting by Lewis Rothkopf (Publishing Insider on 11/20/2012)
  

  Nicely stated Lewis!

• What If The Media Rating Council Oversaw Presidential Elections by Rob Frydlewicz (Red, White & Blog on 10/19/2012)
  

  Hold up! I like this piece and the discussion it created but stating the MRC is the be all, end all in accurate audience reporting is a huge leap of faith. If they really wanted to be transparent and impartial they would not charge folks to view results of audits for audience measurement systems. They would also demand an error rate for all campaign level audience measurement products. I agree with the articles voice but not with the title.

• Why the Digital Advertising Industry Needs to Stop Complaining by Ari Brandt (Future of Media on 10/02/2012)
  

  Bravo!

• Nielsen Leverages Online, TV Metrics by Wayne Friedman (MediaDailyNews on 10/01/2012)
  

  My question is why is Nielsen or comScore not required to provide error rates at the campaign measurement leve. These are projection models. During this election year you will see many polls form Gallop and you will always see a + or - error rate. This should go for TV as well. Then you can select the correct audience to do a media mix model based on a comparative GRP. I do think this is the right direction but bring back the basic science to measurement.

• Video Quality Report: Sometimes Good Enough is Good Enough by Daisy Whitney (VidBlog on 09/17/2012)
  

  Well done. OLV is used in so many different ways than most of us think when we discuss traditional TV. Love this article.

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