Save or Share this Report

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

Primary author headshot

Authors

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

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
  • WHAT IT MEANS

  • Big Data Changes Everything In Media Planning
  • Supplemental Material
  • Related Research Documents

Recommended Research