The Association of National Advertisers has announced plans to test that a cross-media measurement system from advertising software/data company VideoAmp in the U.S. The news is the latest development in a push by advertisers and media to broaden their measurement options amid the controversy over Nielsen’s undercounting of TV audiences during the pandemic’s height and its loss of MRC accreditation.
Video/TV advertising measurement company VideoAmp has hired Omnicom Media Group’s Jonathan Steuer as EVP of TV strategy and currency. In this new position, Steuer’s responsibilities will include developing new cross-media platform measurement — a “currency-grade transaction-ready TV dataset” for media buyers and sellers, delivery providers and other vendors. This would include all areas that involve linear TV, OTT, digital and walled gardens.
The Media Rating Council on Wednesday issued a final version of its Cross-Media Audience Measurement Standards, a milestone that will help media buyers figure out how to best use all the forms of video available to reach target consumers.
The companies’ integrated measurement approach is designed to deliver faster, smarter solutions for advertisers and broadcasters. “As advertising spend on integrated cross-media campaigns increases, there is a growing demand for solutions that bring together TV and Internet audience measurement to provide cross-media reach and frequency,” said Andy Brown, Kantar CEO-chairman.
Arbitron is working to become a leading option in cross-media measurement through a recent trial it conducted with the Coalition for Innovative Media Measurement (CIMM) and other efforts. It wants to “make sure we have a seat at the table once the money starts to flow in a significant way.”
