CTV’s top buyers ‘frustrated’ with slow progress on ad measurement projects
Top Havas Media Group TV planner Jon Waite has expressed frustration that ad measurement in the burgeoning CTV space is being slowed by the industry’s insistence on a single currency that works across multiple platforms. .
Speaking at Advertising Week Europe’s Future of TV Measurement panel, Waite dismissed the need for consensus on measurement currencies – something some in the industry have said is vital to its prosperity. He said he was “extremely frustrated” with industry standards bodies blocking progress.
“I don’t understand why everyone has to agree on a methodology and an approach,” Waite said. “We’re all aware that new data and technologies are possible, but industry standards bodies are frustrated that they weren’t quicker to let us do some of these things.”
Alluding to projects led by commercial bodies such as Barb’s Dovetail, Thinkbox and broadcaster-led C-Flight, as well as Isba-backed Origin, Waite said those projects were “slow” and compared it to ” transforming a huge cruise ship – it all takes so much time.
Waite, who leads Havas Media Group’s global activation, said: “All the cool stuff that could easily be done feels a little bit further away and the frustration is you can see it, it’s right there, but the reality of actually being able to do this feels like hard work.
According to Waite, agencies and brands should just turn to independent measurement companies for different needs. “You still have to be able to say, ‘I paid for a unit of media and so there’s a currency and I have to pay for it,’ but how you value that unit of media is very different,” did he declare. .
Gareth George, group media manager at RVU, owner of Confused.com, Uswitch and Zoopla, also said it was “incredibly frustrating” to wait for the bodies. “Barb kind of moved in the right direction, but Dovetail is a bit of a joke and has been for ten years. Origin is still a few years away, C-Flight seems to be the best yet, but how independent is it? ” he said.
George said brands are asking the same thing of bodies they’ve been asking for years, which is, “Who am I reaching and who am I not?”
“What a lot of people in the industry don’t understand is the pressure on internal media teams who are accountable to the C-suite, asking very basic questions like ‘why are hundreds of millions of pounds- they spent in a way that is not responsible? “, He said.
Elsewhere in the session, David Barker, senior vice president of global business partnerships at TV measurement and adtech group Samba TV, said competition between currency providers differs in the US and Europe. “Because Nielsen is a commercial company, a lot of people can walk into the space and compete for a position,” Barker explained.
The situation is different in Europe, where many measurement companies, such as Barb in the UK, are funded by broadcasters. In these cases, Samba wants to supplement their data, not move it. Barker claims that in the UK Samba has access to more households than Barb, but Barb can offer deeper data. “We see it as a collaboration.”
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