Mediaocean enables advertisers and agencies to invest hundreds of billions in advertising to drive branding, sales, and enterprise value. We’re innovating constantly, and integrating media suppliers, technologies, and innovative measurement companies across traditional and digital advertising. Measuring ad spend throughout the Plan-to-Pay lifecycle is critical to ensure investments are efficient and effective.
There has been tremendous innovation in ‘currency grade’ measurement in the last three years, which is what buyers and sellers agree will be the measurement by which the media buyers will pay the media sellers. In all forms of TV, this is where measurement meets the money!
In the U.S. key Advanced Currency Providers (ACPs) bringing advanced measurement and currency to life are: Nielsen, Comscore, VideoAmp and iSpot. They are at the forefront of this transformation, offering data-driven solutions that allow advertisers and agencies to reach their target audiences more effectively. While much of the focus has been on the ‘currency’ or payment at the end of the process (ie. posting), these advanced data sets are used for planning, activation, and stewardship.
The industry is moving from linear TV buys based on basic demo planning and measurement provided by Nielsen to cross-channel TV buys based on advanced audience provided by multiple innovative companies.
We believe ACPs will play an increasingly vital role in helping advertisers navigate the complex world of ad-supported television and drive meaningful results for their businesses. We are proud to partner with all of them to bring advanced currency and measurement to life.
For more information, check back on this page for updates. You can also contact your Mediaocean lead or send us an email at AdvancedCurrency@mediaocean.com.
What are we doing and when?
Mediaocean is working with agencies, publishers, and ACPs to incorporate next-gen measurement into our platform for the 2024 Upfronts. Planners and buyers will have access to VideoAmp and iSpot in Prisma and Spectra, alongside Nielsen and Comscore. This unified approach will allow clients to create complete customer profiles using a vast array of valuable audience data, including viewing behaviors, spending tendencies, and demographic information based on location.
• Program estimates
• RFP and proposals
• Research reporter
• Tracking demo
• Buy revisions
• Post analysis
Support for ACPs throughout the buyer workflow
Age/gender demos initially being provided by ACPs.
Advanced audience assessment in progress with ACPs.
The following metrics will initially be supported:
- VPH (Viewers per Household)
All providers support Live+SD, C3, and C7, with additional streams available by provider. Please reach out or contact your providers for more information.
Exact spot will be evaluated following initial release.
Average quarter hour measurement to be supported for initial release.