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For B2C Marketing Professionals

The Gross Rating Point Gets An Extreme Makeover

Big Data Will Power More Precision And Control In Audience Measurement And Media Buys

October 15, 2014

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  • By Jim Nail
  • with Luca S. Paderni,
  • Samantha Merlivat,
  • Elizabeth Ryckewaert

Why Read This Report

The rise of digital video advertising and the emergence of "TV everywhere" have fractured the video ad landscape into two media types with fundamentally different values to advertisers. While mass-audience linear TV still dominates the spending and holds the central place in a video ad plan, the shortcomings of force-fitting viewer-controlled video ads on video-on-demand (VOD) or streaming app platforms into the 50-year-old TV measurement model are already visible. Merely tweaking today's TV household-panel methodology won't adequately adapt to consumers' changing viewing habits, so audience measurement providers are innovating around big data, setting up a battle to become the new standard in audience measurement. Marketing leaders should read this report to understand the shortcomings of today's TV and video metrics and how they will evolve in the next three years to enable better media planning and execution.

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Table of Contents

  • Video's Split Personality Challenges Current Audience Measurement
  • Big Data Redefines Audience Measurement
  • recommendations

  • Drive Effectiveness To New Levels With New Audience Measurement

  • Big Data Changes Everything In Media Planning
  • Supplemental Material

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