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Research Briefings

The state of cross-platform measurement across TV, online, and social

Summary:

Today brand advertisers must go to great lengths to find their audiences. Thus, brand advertising’s focus on cross-platform media measurement has grown dramatically in the past five years. But the ecosystem, which this report examines from a broad perspective, struggles to solve the correlation between the two media-viewing behemoths, TV and online. Within the next 36 months, the measurement of cross-platform digital video advertising will standardize, driven by the shift in media dollars from TV to online viewing, the adoption of the Making Measurement Make Sense (3MS) initiative, and another political and Olympic cycle. In the meantime, new types of measurement of online behavior and ad performance will come to market.

  1. Executive summary                   
  2. The market               
  3. Recession impact lingers for measurement   
  4. Methods of measurement and the supply chain  
  5. The audience shift: Fragmentation from online and mobile video
  6. Fragmentation requires integration, custom ad units  
  7. Old habits die hard 
  8. The new normal 
  9. What can't be measured can't be sold  
  10. Wanted: Standardized metrics  
  11. The influence of social  
  12. Conclusion and recommendations 
  13. Marketers need to change internal shortcomings in order to be effective market leaders 
  14. Publishers must address market demands   
  15. Appendix A: cross-media brand measurement supply chain (or ecosystem)  
  16. About Lydia Loizides   
  17. About GigaOM Pro