Defining New Media Currencies

March 9, 2023 | By Patrick Coffee VideoAmp is part of a group of media-measurement upstarts aiming to challenge longtime standard-bearer Nielsen. VideoAmp Inc. hired media executive Jenny Wall to be its first chief marketing officer as it looks to further establish its position in the contentious media measurement space. Ms. Wall had been CMO of Paramount Global’s Nickelodeon and previously held marketing roles at Hulu, Netflix Inc. and Gimlet Media, a podcasting company owned by Spotify Technology S. A. At VideoAmp, Ms. Wall will lead a new effort to pitch its measurement services to marketers more directly, said Ross McCray, co-founder and chief executive at…

March 6, 2023 | By Jack Neff and Parker Herren. The U.S. Joint Industry Committee, led by media companies, has issued a new set of requirements for cross-platform video currency measurement aiming to certify providers in time for the 2024 upfronts. But while the standards have come fast, implementing them in little over a year will be difficult. The JIC is an outgrowth of work by TV-focused media companies and led by network-owned technology collaborative OpenAP. The requirements sent to seven measurement providers, including industry heavyweight Nielsen on March 1, also got backing from major media agencies and holding companies, which issued a joint statement in…

February 27, 2023 | By Michael Bürgi The media agency world seems to be in agreement that attention metrics can be an important metric to factor into planning and executing campaigns for clients. In some cases, clients are even pushing their media agencies to adopt attention metrics at a faster clip. But the ways in which attention metrics are being put to use by media shops is heading in different directions, depending on the holding company media agencies. To oversimplify, it boils down to whether they’re using it as a KPI or a currency. How a media agency answers that question…

Hot topic Meta has dominated headlines this week over its strategies to cut costs and recoup revenue. February 23, 2023 | By Jessica Heygate The social media giant is believed to be preparing another wave of job cuts, The Washington Post reports, three months after it slashed 11,000 roles — roughly 13% of its workforce. Thousands of employees — an estimated 10% of the workforce — were given low scores in recent performance reviews, according to The Wall Street Journal. It is understood that Meta will use the results to inform where to make cuts. CEO Mark Zuckerberg told investors he was focused on “continuing…

The study shows that viewability and attention are not the same. The research shows how viewability is device-driven -- determined by how and where the ad gets loaded on the screen -- while attention is human-driven by how the viewer responds to the ad served on the screen. Elizabeth Herbst-Brady, head of global revenue and client solutions at Yahoo, believes the findings from the study reveal the nuances of consumer attention. It requires combining the right formats in the right environment and context relevant to each audience. The research shows how behavior evolves to enable more engaging experiences. Whether or not…