Media Measurement and Accreditation

With all the recent debates by the TV Networks, and more importantly your agencies surrounding media measurement, we thought it might be useful to see which measurement providers are still unaccredited by the Media Ratings Council.  Measurement that is not accredited and 3rd party verifiable puts you, the advertiser completely at the mercy of the…

Video Measurement and Accountability

Measurement that is not 3rd party verifiable puts the advertiser completely at the mercy of the media provider. Should you have to take the providers at their word when your valuable marketing dollars are at stake? And measurement that can only apply to select media partners can be problematic. How do you compare performance against…

Facebook (META) CPMs up 89% YOY

In 2021, Advertisers invested $14 billion of their advertising dollars within Meta (formerly Facebook). This level of spending increased 21% YoY – higher than 2020’s YoY increase of 17%. (source: Statista: Facebook Marketing Spending) With this type of investment, Advertisers might expect a similar increase in their sales. However, that may not always be the…

CTV Ads Running Even While TV’s Are OFF

As the trend continues for advertisers to move TV budgets to digital, it’s all the more important that the top priority be authenticated value. There have already been instances where digital vendors have acknowledged shortcomings in their audience reporting and now another has been identified. DoubleVerify, the digital advertising monitoring service, recently reported that one…

How Nielsen’s OOH Undercounting Might Affect Your Media Buys

As you may have read, Nielsen has recently re-issued their TV delivery data dating back to September 2020. This re-issue was done to account for Out-Of-Home TV viewing that was determined to be previously under-counted. This could affect your prior buy/deal delivery depending on how the networks choose to proceed. It’s our view that networks…

Now TV vs. Nielsen

“TV executives have been complaining about Nielsen for years, saying their shows have more viewers than they get credit for.” Network groups continue to pursue alternate forms of TV measurement. But what is the core motive behind this push? Advertisers must consider a very important question: “Who stands to benefit?”