European TV industry calls for urgent change to advertising metrics | Ad Tech | News | Rapid TV News
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A new report from Adobe Advertising Cloud, Sky, TV Beat and Alphonso has found that over 90% of TV industry executives believe that urgent change is needed for TV advertising measurement, data and metrics if the European TV industry is to remain competitive.
adobe ads 20March2019
This is the main finding from the Next Generation TV Metrics and Data Strategies: Priorities for the European TV Industry report, a survey of 300 TV executives across Europe about the current state of the industry.

The companies say that the urgent call for new metrics in TV advertising is in response to the decline of linear TV consumption, the rise of online video publishers, and the transition of broadcast TV into multiplatform. As a result, TV viewing habits are fragmenting across multiple channels, and the brands that advertise across them are struggling to measure and evaluate the performance of their content.

The study also showed that brands are struggling to evaluate the performance of their ad content as channels fragment from linear TV to multiplatform, which is putting the future of traditional broadcast at risk. Three-quarters of European TV executives (72%) believe that the industry must seek new definitions and common principles for ad viewability.

As channels fragment, two-thirds (64%) believe standardised definitions for TV and video impressions must be developed and nearly three-quarters (72%) believe that the European TV industry must enrich TV audience measurement (TAM) with additional data sets beyond age and gender. The same percentage believe the TV industry must seek new definitions and common principles for ad viewability.

Nearly two-thirds (64%) believe standardised definitions for TV and video impressions must be developed while an overwhelming 93% say new initiatives for TV advertising measurement, data and metrics are urgently needed if the European TV industry is to remain competitive.

In a call to arms, the TV Consortium report identified five key priorities: ensure that TV Audience Measurement (TAM) solutions remain the gold standard in media measurement; support the development of scalable, consistent pan-industry standards, definitions and solutions; develop the industry-wide data assets and capabilities required to cater to new advertiser needs; maintain TV’s status as a brand-safe, fully viewable, and effective advertising medium – committing to clear principles; invest in training the next generation of data scientists to meet TV’s needs.

“The TV industry has reached a pivotal moment and must move towards an operating model that places advertiser needs front and centre,” said Phil Duffield, managing director Adobe Advertising Cloud. “In its current fragmented state, the TV industry doesn’t enable advertisers to offer a consistent experience across channels, which has a direct impact on customer relationships.”