The fragmentation of the media landscape has made it increasingly difficult for advertisers to measure how their campaigns are performing across platforms.
Some networks have taken the matter into their own hands as of late. Last month, NBUniversal rolled out CFlight, a metric that measures all live, on-demand and time-shifted commercial impressions on every viewing platform. According to NBCUniversal, the impressions-based metric delivers advertising clients the “most comprehensive representation of their marketing campaign’s advertising exposures within full episodes of shows across all screens.”
To get the industry’s thoughts on today’s current viewing metrics and their effectiveness, The Drum recently hosted a Twitter Q&A to discuss the subject. While some participants agreed that metrics like CFlight are a step in the right direction, others pointed out that network-specific measurements could prove to be confusing for advertisers who want to compare the performance of an ad or campaign across different channels.
Check out some of the discussion from the Q&A below, and sign up for The Drum’s Video Futures event, which is happening next Tuesday, May 8 in New York City, here.
Here goes... Q1) How fit for purpose are current viewing metrics? Start your tweet A1) and don't forget the #VideoFutures hashtag. pic.twitter.com/fGcKzTlnD0
— The Drum (@TheDrum) May 4, 2018
With so many networks including @NBCUniversal looking to develop their own ways of measuring audiences, it seems we're set to see a real shift away from the old in an effort to prove people are still watching their content across their various platforms.#VideoFutures
— Stephen Lepitak (@StephenLepitak) May 4, 2018
A1) But if every network or platform has its own proprietary metrics, how will marketers compare the performance of an ad or campaign across different channels? It might only get worse. #VideoFutures
— Samuel Scott (@samueljscott) May 4, 2018
Makes for very busy media agencies. Lots to learn, lots to adapt to. #VideoFutures
— Bennett D. Bennett (@TheAcecapade) May 4, 2018
But can the agencies keep up? #VideoFutures
— The Drum (@TheDrum) May 4, 2018
They have to, if they can't their very existence would be in question. Technology will always help find a way to help monitor and measure - but god help them as it's going to be very confusing trying explain it all to clients. #videofutures
— Stephen Lepitak (@StephenLepitak) May 4, 2018
A1 Its tough when the metrics arent streamlined... video gets funky when everyone sees a "view" differently for example. Maybe we start with what constitutes a view? #VideoFutures
— Carolina (@YoursTrulyCaro) May 4, 2018
A1) We have solid benchmarks for desktop, but on mobile they're still being defined. The IAB guidelines are great, but they're just that, guidelines. Unruly runs MOAT on every view, but a lack of standardisation across the industry poses a real challenge for buyers #VideoFutures
— Paul Gubbins (@Gu881n5) May 4, 2018
The Q&A also discussed topics including the 30-second spot, which non-traditional publishers are using video well and this year's NewFronts. Check out the rest of the conversation here.