NVF Roadmap: What Does the Gold Standard for CTV Measurement Look Like?
February 17, 2021
Last week, VideoWeek’s virtual event, New Video Frontiers 2021, focused on the current state of connected TV (CTV) advertising in 2021. During an informative panel discussion, TVSquared’s, Bob Ivins joined NBCUniversal’s Lyndsey Albertson and Omnicom Media Group’s Bhavin Balvantrai to unpack critical questions on CTV measurement.
Here are some of the key takeaways from the discussion:
When asked if CTV measurement ultimately looks more like linear TV measurement or digital measurement, the panelists acknowledged that it can be helpful to combine the strengths of both, while noting that there’s now a greater focus on outcomes and viewership is consistently shifting toward streaming.
Lyndsey explained the importance of empowering advertisers to fully understand the full impact of their ad spend; no two clients have the same exact goals, and conversations between different sides of the industry need to continually evolve as these goals evolve as well.
Bob said how, while every campaign begins with questions of the audience that an advertiser wants to reach and what the goals of the campaign are, CTV measurement itself is not “one size fits all.” It’s important to be able to provide advertisers with a portfolio of measurement products in order to truly “meet advertisers where they are.”
Bhavin stressed that transparency is crucial, as is getting to a baseline of standards and benchmarks across the industry, even as more specific approaches to data sets and measurement need to be adjusted based on a client’s goals.