On TV & Video

Discrepancies across the various attempts to quantify the issue with YouTube TrueView have just raised more questions about measurement failures.

In a wildly exciting and inventive sector, YouTube is merely meeting the status quo – with scope for so much more.

It’s only fitting that YouTube, which has long coveted TV’s ad dollars and advertisers, should find out what it feels like to be treated as if it were TV.

Video and CTV bring challenges and opportunities for notice and choice. And doubts persist about whether the industry can self-regulate on the issue.

More advertisers, especially marketers, who have been slow to embrace AVOD, will increasingly gravitate to primarily AVOD services, writes Greg Smith, Aniview’s GM for North America.

Among streaming ad providers, there is a temptation to make streaming ad ROI look better than it really is (and definitely better than linear).

Premium video means just about anything that shows up in front of a consumer. Isn’t it time for a better definition?

We’re close to the onset of true cross-media measurement – with the understanding that all video impressions are not created equal. That seems obvious, but one key player in the ecosystem, YouTube, disagrees.

After a 19-month suspension, MRC’s decision this week to reinstate Nielsen’s national TV audience-measurement service couldn’t have come at a better time. However, it’s important to note, that accreditation only applies to national TV services and there are still several other Nielsen products without accreditation.

Outstream ads, better instream ad targeting and more interactive user interfaces are just a few of the latest developments making it easier for viewers to discover new content and for advertisers to provide content recommendations.