The above video interview is from the Advertising Research Foundation Audience Measurement conference.

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advertising research, brands, webtv, webisodic series, online video, consumers, eyeballs, display advertising, ana, association of national advertisers, iab, 4as

Michael Pardee, SVP of Research at Scripps Networks, gave a great overview of the panel he moderated at the ARF Audience Measurement Conference. The panel was named ‘Non Research Execs Discuss Research Needs’ and it included Scripps Networks, Association of National Advertisers, Time Inc. Branded Solutions, GroupM and Optimedia US. The panel focused on the challenges they face in the next few years. Many of the panelists had similar concerns.

One of the main concerns across the board is that there are a lot of fragmented ways to measure all the different digital platforms, and that leads to the question, “Are we measuring what we think we are measuring?”

Pardee uses the DVR as an example of a device not currently captured but one that definitely has an impact on audience engagement and advertising. When the industry figures out the best way to capture DVR data, brands might want to use commercial breaks differently by changing the timing of those ads.

For more of Michael Pardee’s recap of the ARF Panel, please view the above video.