New York – Advertisers and ad buyers are increasingly looking to a series of metrics to track specific viewing audiences,outside of the traditional age/sex information of the past, according to a panel of measurement industry executives at the Multichannel News/B&C event, Advanced Advertising: Profiting From a Targeted Audience.
“On the buy side, they are under pressure to be more accountable in media budgets to make sure they are reaching the people they want,” said Alliant executive vice president, communications, TV and media Eric Schmitt, on the panel moderated by Multichannel News editor-in-chief Mark Robichaux. He added that he believes some money is leaving television in favor of more precise alternatives that provide more granular audience definitions.
“The advertiser wants a simple segmentation that they can put into play,” Schmitt said.
While advertisers have acknowledged that they are willing to pay a premium for such information, measurement companies are facing challenges in delivering it. Part of that problem is assembling information from linear TV viewing, VOD, SVOD, online and mobile, all measured in different ways by different companies.