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Issue link: https://digital.macdirectory.com/i/1190434
Despite OTT's streaming surge, it's still a small portion of what firms spend on linear TV. The problem for advertisers is how to measure their returns on investments. Obviously, OTT is different from linear TV because digital gives measurement firms and marketers access to more precise viewer data so they can see what they're watching;when and where; what their interested in; oh heck, everything. Traditional measurement gives advertisers an overall view of the household and the audience composition, but OTT can potentially enable more accurate, more precise ad personalization. In other words, it can make OTT and streaming more valuable to everyone involved--advertiser and viewer. And we wanted to find out more! At IBC, Sky focused on helping marketers understand the bigger picture. The company showed their AdSmart addressable TV service that, according to people in their stand, could boost ad engagement by more than a third, cut channel switching by 48 percent and boost purchasing intent by seven percent . They could even geo-target ads. Pretty darn impressive! Kantar Media made it a point to emphasize that traditional T V audience measurement is over. It's time for marketers to take advantage of today's f lexible fusion of AV experiences. They addressed the shift with new tools that would analyze scheduled viewing as well as time-shifted, place- shifted and on-demand programming to help marketers identify and track viewer activities, action and response. Cool! Here in the US, Nielson has made a shift in their digital advertising measurement to focus on targeted, measurable video/content advertising. The company has extended its traditional TV reporting to deliver total audience measurement across linear TV, DVR, VOD, connected TV devices (Roku, etc.), mobile, PC and tablets to provide clients a total audience picture. Still, it wasn't working because folks still use ad blockers,