“One month in the past, Linda Yaccarino [NBCU’s chairman, global advertising and partnership] stated from the upfront stage, ‘We’re liberating you from what you all know is damaged and eventually breaking away from legacy,” Molen stated. “And a month later, I’m right here to let you know that we’re already dwelling in a multi-currency future.”
Nicely, maybe not everybody. WPP’s GroupM issued a roadmap last week saying it’ll use iSpot, Comscore, VideoAmp and Nielsen One Alpha with some purchasers to “shadow Nielsen offers” however will nonetheless use legacy Nielsen scores to put in writing offers for greater than a dozen of its largest purchasers, together with Unilever, Nestle and Mars. Different businesses have cited reluctance by massive purchasers to transcend testing with options to the dominant Nielsen forex, although Horizon Media has said it’ll write as much as 15% of this yr’s upfront offers utilizing various measures.
In a virtually hour-long digital presentation, NBCU and iSpot executives laid out a case from their take a look at with 67 advertisers throughout 158 manufacturers in 12 classes that their explicit tackle cross-platform measurement has paid off. The checks included coaching greater than 800 customers, about half on the purchase aspect, Molen stated.