Just a few months ago, Google’s new Search Generative Experience (SGE) experiment officially entered more than 120 new countries and, according to a new report, is set to power 84% of query results–marking yet another pivotal moment in the evolution of search. While chatbots and generative AI have been the media-facing darlings for quite some…
Walmart’s intention to buy TV maker Vizio, the largest supplier of automatic content-recognition data in the industry, has sources wondering whether this precious ACR data will be available under the new ownership. In recent years, a bevy of upstart ad-tech firms sprung up to solve the challenge of measuring audiences in streaming TV environments. Many…
Measurement challenges plague the ad industry, as linear TV investments dwindle and marketers consider alternatives to Nielsen data. It takes time to receive performance data on TV campaigns, making it hard for marketers to adjust their video strategies in real time. The lag didn’t used to matter as much, since marketers usually committed to buy…
Two measurement rivals are taking things to court. What’s happening On Wednesday, measurement giant Nielsen filed a suit in Delaware District Court against VideoAmp for patent infringement, alleging the rival measurement company violated two technology patents recently issued to Nielsen. The patents relate to the methods and apparatus for determining the duration of viewing sessions….
Nielsen is extending coverage of its national TV out-of-home (OOH) panel this year, which the measurement company says will account for 100% of U.S. TV households. Top line The company’s OOH reporting system currently monitors 44 markets, and Nielsen’s expansion will now cover all of the continental U.S., excluding Alaska and Hawaii. The data is…
Customer choice is endless and acquisition costs are at an all-time high, so it makes sense that marketers are turning to customer loyalty programs to stand out. But these programs aren’t a silver bullet. Take Bed Bath & Beyond’s well-known yet generic 20% off coupons, for instance. They’re a classic example of a “loyalty” scheme…
This year, third-party cookies are set to disappear, and with them, several other mainstays of digital advertising like measurement, spurring marketers to look at transaction data, attention metrics, and critique alternative forms of media. “There has been a lot of talk whether CPMs (cost per thousand impressions) or CPAs (cost per acquisition) even still make…
As the next wave of attention metrics evolves, brands like Domino’s and Expedia Group are going beyond simply measuring attention to using tools to identify new audiences and understand the content and messaging that resonates, ultimately leading to more effective campaigns. Contextual ad-tech firm GumGum, which last year acquired attention-tracking vendor Playground xyz and its…
Everyone has their winter holiday tentpole moments. For some, it’s seeing the Rockefeller Christmas Tree lighting, or watching A Christmas Story or the return of a memorable TV commercial. The lifespan of a TV spot is relatively short, around six to eight weeks, during its first run. But some campaigns are so effective at capturing…
In the rapidly evolving landscape of digital advertising, brands are in a race to capture consumer attention across various channels including banners, videos and social media content. As a result, the concept of attention has become a crucial metric for understanding the impact of advertisements. However, as we delve into the realm of attention metrics,…
Paramount is making good on its commitment to collaborate with multiple measurement companies. Top line Today, the publisher announced it has partnered with cross-platform TV measurement company iSpot for a new currency integration. The collaboration allows the companies to measure and transact national TV advertising campaigns with iSpot’s currency across Paramount’s media and streaming platforms….
The Joint Industry Committee (JIC)–formed earlier this year by OpenAP, along with a working committee of media agencies, premium video programmers, streaming platforms and trade bodies–has taken a significant step forward in the journey to multiple currencies. Today, the assembly announced it has given conditional certification to Comscore, iSpot and VideoAmp as part of its…
Top line TV measurement and analytics giant Nielsen has named Karthik Rao as CEO, effective immediately. Former CEO David Kenny, who had the position since 2018, will take the role of executive chairman. Between the lines Following his appointment as CEO, Rao said he was looking to position Nielsen “for the next century and beyond.”…
Paramount and Omnicom Media Group are fast-tracking the next phase of new currency. The companies have announced that this quarter they are piloting the first fully standardized new currency and audience-based workflow using Mediaocean’s ad infrastructure. The pilot leverages VideoAmp data as an advanced currency, with the teams agreeing on the workflow, identifiers and overall…
The ad industry continues to face seemingly endless challenges when it comes to accurately measuring the performance of digital campaigns. In an age where ad spend has been cut to account for economic uncertainty, it’s more important than ever to understand the pitfalls of the metrics you rely on, including and especially cost per acquisition…
You can’t invest in what you can’t measure. And in TV advertising, rarely has there been a more dynamic time for measurement. New currencies–agreed-upon units of value with which media buyers and sellers transact–are gaining traction in the market. On the heels of TV upfront season, here are three key questions marketers should ask to…
While new technologies and greater reliance on analytics have driven significant advancements in measurement across the advertising landscape, out of home (OOH) has always faced a unique set of challenges related to performance measurement. Print, TV and even digital have consistent and standardized approaches to measurement with metrics that are often integrated into the technology…
Though upfront week focuses on the U.S. marketplace, Cannes Lions is where media companies think globally. “There is not a single streaming partner that we work with that doesn’t have a desire to be global, if they don’t already have a global footprint,” said Kelly Metz, managing director of advanced TV activation at Omnicom Media…
Advertisers are at a measurement crossroads of sorts in 2023. Device and browser blocking, as well as government privacy changes, are curtailing unique user reach on some of the well-known advertising platforms. This is increasing customer acquisition costs and severely limiting measurement of campaign activity beyond the first or last click–which has never been an…
From the spectacle of the Super Bowl and the adrenaline of the World Cup final to the in-the-moment joy of Glastonbury or the Travis Scott X Fortnite Astronomical concert breaking lockdown boundaries–experiences are impactful, inspirational and endure in the memory. For marketers and brand managers, experiences can engage customers and bring brands to life in…
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