We’re living in a very exciting time in the evolution of the digital video industry. Consumers are able to access and view video on nearly any device their way, from traditional TV, to mobile and tablet devices, to connected TVs. We may not have the jetpacks we were promised, but we’ve got that.
However it’s also a very fragmented point in this evolution. Content providers are getting better at publishing their video across all these devices and formats, but advertisers are having a bit more trouble. Not necessarily in the formatting, but in the measurement of it.
This is important because measurement is needed for monetization. And monetization is needed for more content creation and more content distribution.
I’m not the only one saying this. John Nitti, president of activation for one of the country’s largest media buyer–Zenith–echoed this same point of view during Multichannel News/B&C Advanced Advertising conference.
For his team to monitor the effectiveness of multiplatform ad campaigns, they’ve had to cobble together data from multiple platforms to create a sort of ad hoc measurement and analysis system, which he defined as a “quilt.”
We understand the frustration. Beachfront Media began as a platform to build and distribute video apps across multiple platforms. We’ve since added a top-tier ad advertising platform to match, and built into that from the beginning a measurement and analysis component knowing full well that doing so would be critical to convince both brands and advertisers to make the leap to tablets, smartphones, and Connected TVs.
We’ve seen in just the last month this strategy validated by moves such as Google’s “enhanced campaigns” effort, and Nielsen’s expansion of measuring household TV viewing to include Internet-connected devices.
Nitti summed it up best: “The consumer has less affinity to the consumption point and more affinity to the content.” Amen, to that. We’re happy to provide Beachfront’s measurement analysis to whatever “quilt” Zenith and others are creating to keep track of this rapidly evolving space.