Cross-Platform Measurement Insights from the ARF’s Scott McDonald

By Charlene Weisler

Scott McDonald, CEO and President of the ARF, believes that cross-platform measurement still has a way to go before a standardize-able system is in place. Talking at the recent SXSW conference, he explained his view on cross-platform advertising trends. “There still is no consistent definition and tracking of cross-platform advertising that would allow us to say that it has grown by X percent since last year,” he stated. “When people talk about cross-platform, they really mean TV + Digital, though the media mix is often a lot more complex than that.”  But there is hope that, “advertisers have taken to heart the admonition that cross-platform campaigns need to be integrated with common themes, copy and images – but tailored to the specific context in which they are presented to consumers.”

Among some of the major challenges to rolling out cross-platform advertising, McDonald lists the following:

  1. Exposure measurement – specifically measurement of unduplicated audience reach for specific targets.
  2. Cross-device identity – many of the identifiers don’t cross the platforms, contributing to the persistent “walled garden” problem.
  3. Because of this, it is difficult to manage campaign frequency and to get accurate results in back-end attribution models.

But there has been some measurement progress, he averred, with the industry moving toward a possible duration-weighted exposure measurement standard, “that would bridge the gap between linear TV and digital video – though the debate about the next ‘currency’ will continue to be hotly contested.”  Another positive trend is the improvement in automated content recognition and watermarking technologies that enable cross-platform measurement.

When it comes to 1-1 marketing, McDonald stated that, “It only works when there is a high level of REAL permission by the consumer because it requires so much personal information that it is prone to abuse.” And while we talk about efficiencies, there is still some value in some of the inefficiencies, by “letting people who are not current prospects know about your brand and build a favorable impression of it for later reference and action.”

Ultimately, for McDonald, there is no competition between the need for transparency for advertisers versus privacy for consumers. “Consumers need privacy and advertisers need to be transparent about what data they collect, what they do with it and how that benefits the consumer,” he concluded. 

Related Stories

Overcoming the Challenges in Cross-Platform Measurement. Nielsen’s Megan Clarken Explains It All at the ARF

By Charlene Weisler Megan Clarken, Nielsen’s Chief Commercial Officer, spoke at the recent ARF on the changing consumer content consumption patterns and the transformation of measurement to meet this evolution. Nielsen has found that overall media usage is increasing. American adults now spend close to 80 hours of media consumption in a week, which is […]

04/19/19: Sportradar & Sportsgrid launch betting channel; Nets scout NFL Draft plans; March is a lion for FOX

CynopsisSports Good morning. It’s Friday April 19, 2019 and this is your first early morning Sports briefing.  Sportradar is partnering up with SportsGrid to launch the a free, 24-hour network dedicated to the sports betting audience. The partnership, according to the release, blends Sportradar’s ad tech, OTT technology and data with SportsGrid’s original programming […]

04/18/19: NBCUniversal says let the (2028) Games begin!; Crime pays for ID; Mike Myers gets creative for Netflix

A CYNOPSIS MESSAGE FROM UNIVISION A CYNOPSIS MESSAGE FROM UNIVISION COMMUNICATIONS     AMERICA’S HISPANIC SUPERBRAND IS YOUR GATEWAY TO GROWTH   Only Univision gives you the total picture for your marketing plan: YOUNGER AUDIENCES , MORE LIVE VIEWING and 13 MILLION CONSUMERS not reached by English-language broadcast. Visit Univision.net/Upfront to learn more. […]

04/18/19: NBC breaks ground for 2028; Networks line up NFL slate; LeBron James gets in ring with DAZN

CynopsisSports Good morning. It’s Thursday April 18, 2019 and this is your first early morning Sports briefing.  NBCUniversal and LA 2028 established a partnership that will include media, sponsorship, and activation opportunities in the US for the Olympic and Paralympic Games from 2021-2028. The deal, which marks the first of its kind […]

CynCity

Cynsiders

Instagram