With so many platforms available to creatives, advertisers are more than ever relying on a competitive metric ecosystem to measure and monetize their audiences. At Adweek’s Convergent TV Summit on Oct. 22 in New York, streaming editor Kelsey Sutton sat down with representatives of Nielsen, Inscape and Dentsu to talk television’s “brave new world.”
Jodie McAfee, Inscape’s svp, sales and marketing, predicted that as measurement tools advance, different metrics will evolve to help buyers and sellers.
“Nielsen’s never going away,” he said. “But the point is that there are going to be different flavors of currency, because what currency comes down to is a buyer and a seller willing to trade on a particular metric. And so I think what you’re going to end up seeing are, you know, pharma companies may trade on a different flavor of whatever that currency is, financial companies may trade on a different flavor. Different data sets are going to contribute to those different flavors.”
But, those different data sets can lead to inefficiencies.
“This industry is going to need either consolidation or look to ways that drive efficiency across buyers and sellers, in terms of ways in which the ecosystems want to transact,” said Kelly Abcarian, the general manager of advanced video advertising at Nielsen.
“Between OEM manufacturers like Vizio, Roku and Samsung to the networks that need to lean in to think through how they’re going to evolve the bundling of their inventory … the most important thing Nielsen can do is help unlock that content,” said Abcarian.
No matter the device or platform, the content attached to a specific audience can often be a breadcrumb toward a more valuable data set.
“No one’s pulling their TV off the wall, tucking it under their arm and leaving the house with it. So, the IP address on that TV, the ability to link back to the devices in the home … and link it to other sources of data, location data, credit card data, that’s very powerful,” said McAfee.
Abcarian said that as the consumer landscape is becoming more multicultural, advertisers and metric companies need to respond. That includes programmers, talent studios, advertisers and distributors.
“We need to ensure that any data set we’re using is not leaving anyone out, that there’s no fundamental underlying bias … We have to work together to make sure we never put representation in the backseat.”