For most marketing teams, there’s a wall separating brand marketing and performance marketing. But that wall is crumbling, and it’s coming down faster now. The ones leading the demolition will build in its place this decade’s generation of breakout brands. They are the brand marketers who are reengineering creativity to be data-driven, and performance marketers…
Measurement is getting a bigger seat at the table at the first in-person Cannes Lions festival since 2019. Advanced advertising company OpenAP–jointly owned by Fox, NBCUniversal, Paramount and Warner Bros. Discovery–will host a summit at Cannes on June 23, bringing together leaders from across the marketing ecosystem alongside those of the four media companies. “Television…
After being disappointed in an upfronts season that it said “lacked significant conversation about measurement,” GroupM is taking matters into its own hands. The company has developed a roadmap for its audience measurement partners that it hopes will further drive the industry towards improvement measurement standards, and bridge the measurement gap. “Marketers are leaning into…
Measurement played a big role during Thursday’s virtual IAB NewFronts presentations, with Nielsen, Comscore, Innovid and Samba TV all pitching marketers on why their solutions are the strongest when it comes to increased fragmentation in the industry. “I don’t think it’ll be a surprise to any of you guys to know that streaming is growing…
As the ad industry races toward a cookieless future where first-party data will be the guiding light for marketers, several new studies have offered insights into how chief marketing officers are struggling with their data and measurement strategies. In a global study from measurement firm Nielsen published in April, 69% of 2,000 senior marketers agreed…
The metaverse is in its infancy. It’s a new type of internet (or part of Web3, if you want to be more specific). And despite what Meta might want people to think, no one owns it or really regulates it either. For now, it’s a series of always-on, virtual destinations hosted on hundreds of platforms…
As more brands seek a better ROAS (return on ad spend), new ad measurement tools are ascending. Case in point, iSpot.tv, which received a $325 million round of funding from Goldman Sachs Asset Management on Wednesday. iSpot.tv is a 10-year-old platform that measures the performance of every ad on television in real time. With the…
Xandr is the latest company to jump on the alternative currencies train. Ahead of the upfronts, the ad-tech company partnered with data providers 605, Comscore, EDO, Samba TV, TVision and VideoAmp to create a new framework that it hopes will enable the TV ad market to activate alternative data currencies. The company said that by…
As the industry shifts away from traditional measurement, Horizon Media plans to transact up to 15% of its upfront investments with alternative currencies. The decision comes from the results of a 2021 request for information (RFI) centered around validating vendors, sources and solutions in the currency space. The company will make deals using two to…
Last year, the very foundation on which television advertising is bought and sold–Nielsen’s rating metrics–started to crumble. Following months of controversy and client outrage, the Media Rating Council pulled Nielsen’s national and local TV accreditation last September after the measurement company admitted it had undercounted TV viewership following its inability to maintain the integrity of…
As the industry continues to try and solve the increasingly complicated measurement problem, YouTube and Nielsen have partnered to add co-viewing metrics to account for multiple viewers watching YouTube TV on connected TV. “We really feel a responsibility to bring the best of digital capabilities to connected TVs to address the pain points that we’re…
Snap Inc. commissioned Neustar for a study of multi-touch attribution covering 10 brands across multiple verticals including consumer packaged goods, entertainment and retail. The company pointed out that many advertisers currently rely on desktop web analytics as their primary guidance, primarily focusing on the last touch or last click before conversions, adding that more than…
TV measurement and analytics company EDO has received an $80 million investment from Shamrock Capital, which also owns Adweek, as part of its efforts to develop an alternative measurement solution for convergent TV. EDO, which was co-founded by actor and filmmaker Edward Norton and economist and entrepreneur Daniel Nadler, measures ads that play across convergent…
WarnerMedia teamed up with IPG Mediabrands to test alternative measurements across the same campaigns, in one of the last announcements the company is expected to make ahead of its imminent merger with Discovery. Top line The partnership is in collaboration with Comscore, iSpot and VideoAmp and is designed to inform WarnerMedia’s strategy when it comes…
Following Roku’s landmark deal and strategic alliance with Nielsen last year, the United States’ largest connected TV platform is launching an end-to-end dynamic linear ad beta program with publishers. Roku is now able to replace traditional linear TV ads with targeted ads in real time. AMC Networks, Crown Media, Paramount and Discovery have signed onto…
WarnerMedia and Paramount have brought alternative measurement to March Madness. The companies have teamed up for the first-ever alternative measurement test during the NCAA Division I Men’s Basketball Tournament. Powered by Conviva and in partnership with Comscore, iSpot and VideoAmp, the publishers are measuring ad performance across multiple platforms during the tournament, including linear, digital…
A consortium of private equity firms is buying video and TV ratings firm Nielsen in an all-cash $16 billion deal. The group is led by Evergreen Coast Capital Corp. and Brookfield Business Partners. Nielsen’s board of directors voted unanimously to support the acquisition proposal after rejecting an acquisition offer of roughly $15 billion from a…
Nielsen Holdings has rejected an acquisition offer of roughly $15 billion from a private equity consortium, explaining that the deal “significantly undervalues” the measurement company. On Sunday night, Nielsen said its board of directors had determined not to proceed with an “unsolicited acquisition proposal” from the private equity consortium. The decision was made following a…
Nielsen Holdings has rejected an acquisition offer of roughly $15 billion from a private equity consortium, explaining that the deal “significantly undervalues” the measurement company. On Sunday night, Nielsen said its board of directors had determined not to proceed with an “unsolicited acquisition proposal” from the private equity consortium. The decision was made following a…
Byron Allen’s media group–whose holdings include The Weather Channel and 27 local network affiliates–filed a suit against Nielsen, seeking billions of dollars in damages for “fraudulent misrepresentation and fraud by concealment.” The companies (including Weather Group, Entertainment Studios Networks and CF Entertainment) claim that Nielsen’s panel ratings system is “antiquated, highly unreliable and fundamentally flawed,”…
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