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TV and Digital Video Measurement 2020

Addressing Cross-Platform Challenges

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About This Report
With more viewers leaving traditional TV for digital streaming options, marketers are figuring out how to comprehensively measure their video audiences.
Table of Contents

Executive Summary

Changes in how consumers view video content have made audience and advertising measurement more difficult. With the TV industry facing significant disruption, marketers are grappling with how to adjust to an ever-fragmenting landscape.

How is the coronavirus pandemic affecting TV and digital video advertising?

Although people are spending more time watching TV and streaming services, advertisers are cutting their budgets, which will lead to reduced TV ad spending.

What market forces are driving new TV measurement initiatives?

There are several. Digitally native companies are investing more in TV ads, and they are more adamant about proving ROI in campaign goals. TV networks have made advertising more targetable to attract new clients. To make it easier for marketers to include TV in multimedia campaigns, TV ad sellers have created more advanced audience segments sold on impressions instead of traditional ratings and sold campaigns tied to business outcomes.

What are the main challenges with cross-platform video measurement?

The lack of standard measurements across platforms, data-sharing limitations and the difficulty in tracking viewing behaviors in ad-free services are some of the many challenges in this area.

How can marketers make progress in this complicated space?

Marketers should take care to be strict about their KPIs, keep measurements simple where possible, harmonize data from different sources and make incremental improvements instead of trying to tackle everything at once.

WHAT’S IN THIS REPORT? This report examines trends, data and strategies related to how marketers are measuring TV and digital video.

KEY STAT: In a November 2019 poll by Advertiser Perceptions, 57% of US marketers said that a lack of standard measurement was a leading challenge to cross-screen video advertising.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

8charts

Reliable data in simple displays for presentations and quick decision making.

18expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Market Forces Driving Measurement Changes
  3. Measurement Challenges
  1. Measurement Recommendations
  2. eMarketer Interviews
  3. Key Takeaways
  1. Read Next
  2. Sources
  3. Media Gallery

Interviewed for This Report

Ron Blevins
Marketing Architects
Vice President, Media
Interviewed August 8, 2019
Tal Chalozin
Innovid
Co-Founder, CTO
Interviewed January 13, 2020
Jane Clarke
Coalition for Innovative Media Measurement (CIMM)
CEO
Interviewed March 12, 2020
Carmela Fournier
FreeWheel
Executive Director, Data Platform
Interviewed January 21, 2020
Jim Gaither
The Richards Group
Principal, Brand Media
Interviewed January 13, 2020
Aaron Goldman
4C
CMO
Interviewed January 9, 2020
Jessica Hogue
Innovid
General Manager, Measurement and Analytics
Interviewed January 13, 2020
Philip Inghelbrecht
Tatari
Co-Founder, CEO
Interviewed January 8, 2020
George Ivie
Media Rating Council (MRC)
CEO
Interviewed March 17, 2020
David Levy
OpenAP
CEO
Interviewed March 31, 2020
David Marine
Coldwell Banker
CMO
Interviewed January 10, 2020
Jesse Math
Tinuiti
OTT Lead
Interviewed January 7, 2020
Melinda McLaughlin
Extreme Reach
CMO
Interviewed January 7, 2020
Shelby Saville
Spark Foundry
Chief Investment Officer
Interviewed January 15, 2020
Jill Siegel
Xandr
Vice President, Business Intelligence
Interviewed March 12, 2020
Belinda Smith
Electronic Arts (EA)
Former Head of Global Marketing Intelligence
Interviewed February 14, 2020
Elgin Thompson
JMP Securities LLC
Managing Director, Technology Investment Banking
Interviewed January 27, 2020
Maggie Zhang
Dentsu Aegis Network
Executive Vice President, Research and Insights
Interviewed February 13, 2020

authors

Ross Benes

Contributors

Gerard Broussard
Freelancer
Nicole Perrin
Principal Analyst
Chuck Rawlings
Researcher
Yoram Wurmser
Principal Analyst
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