The above video interview is from the Advertising Research Foundation Audience Measurement conference.
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“If you can’t measure it, you can’t monetize it,” said Steve Lanzano of TVB, about the hesitance of companies when it comes to mobile video.
Advertising agencies, TV Networks, and brand advertisers generally do not care what kind of device the consumer watches on, as long as they can measure and monetize the audience. Currently, there is no measurement for mobile viewing that can equate to the rating system that networks and advertisers use for TV.
According to Lanzano, brand advertisers are no longer trying to reach and sell to demographics but to biographics. Through the evolution of measuring technology and research, companies are moving away from looking for consumers in categories such as ‘adult, male, 18-24,’ and towards looking for consumers with either very specific needs, or who are in the market for what the advertiser is selling.
