This Advertiser Perceptions study gives a little more insight into how TV ad buyers are thinking. Sure enough, accurate measurement and attribution heads the list of challenges, cited by 57%, followed accurate viewer data (43%) and targeting across linear and connected TV (38%). Privacy (31%) and ID resolution (29%) rank last.
TV audience measurement may not be the most fascinating topic ever, but it’s important to some Dear Readers. Those will be interested to learn that NBCUniversal is organizing a forum to explore new measurement products. Participants include major trade groups, agencies, and brands. Motivations include the new TV viewing methods and problems with the once-standard Nielsen ratings service.
On the solution side of the fence, TV results measurement vendor iSpot.tv has just purchased DRMetrix. iSpot.tv uses panels to measure ad impact, while DRMetrix helps direct-to-consumer marketers capture the impact of creative versions and hard-to-track digital program insertion ads.
CDP and marketing automation platform Bloomreach announced the availability of a next generation version of Bloomreach Engagement. Deploying Bloomreach’s Loomi AI capabilities, campaign creation within Bloomreach Engagement will become something “one marketer can complete in minutes.” Campaigns can be scaled across fifteen-plus channels.