WANTED: BETTER MATH

BBM Canada, the leading provider of broadcast measurement and consumer behaviour datato broadcasters and advertisers, will soon be conducting atrial around non-linear measurement that will seek to provide coveted data, including demographics for video on demand (VOD) viewing. "The agencies are...

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Veröffentlicht in:Marketing 2013-07, Vol.118 (7), p.21-25
1. Verfasser: Androich, Alicia
Format: Artikel
Sprache:eng
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Zusammenfassung:BBM Canada, the leading provider of broadcast measurement and consumer behaviour datato broadcasters and advertisers, will soon be conducting atrial around non-linear measurement that will seek to provide coveted data, including demographics for video on demand (VOD) viewing. "The agencies are looking to have more robust, television-like demographics, so once we get [the trial] off the ground we're going to have VOD measurement for 18-49,25-54, you name it-all of the [demographics] that we get currently from the linear side," says Errol Da-Re, senior vice-president of sales at Shaw Media and a BBM board member. [...]he says it's a financial decision. McMorran believes there's validity in all three going forward, but the ultimate goal is getting to true multiscreen planning and buying with its own currency that everyone can work with. "Because we're not talking about proprietary when we're talking about data; we're talking about 'What is the truth of how consumers are viewing this content and how can vendors monetize that, and then how can we as media agencies plan and buy against it?' " Whether it's a measurement system from BBM or a third-party group, Da-Re says this type of huge industry issue requires "alignment from everybody that we're going down the right path."
ISSN:1196-4650