http://adage.com/article/special-report-tv-upfront/nbc-universal-solve-tv-measurement-issues-metric/312997/
NBCUniversal is introducing a new metric that they claim will account for advertisement viewing across all of their platforms. (live, on-demand, time-shifted and Hulu / Roku) The success of this new metric could change industry standards when it comes to both advertising costs and digital campaigns. The impression based metric will give marketing departments comprehensive data of their advertising campaign's exposures. This will allow both NBCUniversal and advertisers a level setting to set pricing and measure effectiveness within programming. Finding ways to measure advertising effectiveness has become increasingly difficult as audience consumption has migrated to digital platforms.
For firms that are looking to leverage a primarily digital strategy, this new metric plans to give them better results on the value of digital advertising. NBCUniversal is also leveraging third-party measurement sources to ensure accuracy. For those firms that already predominately focus on digital, this will give their marketing departments new insights to be able to better reach their target audiences.
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