Advertisers have never been under more pressure to prove ROI. Bob Ivins, chief strategy officer at cross-platform TV measurement firm TVSquared, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the remaining deficits in linear TV ad measurement, why it's important to standardize metrics and definitions across traditional and digital TV and video, and why advertisers need to pay attention to the right metrics for their campaign objective.

The pandemic led to lower TV ad spend and increased connected TV viewing this year. The shift in TV viewing means TV audience measurement gaps must be addressed to keep pace with how, what, and where consumers are watching TV.

The Coalition for Innovative Media Measurement (CIMM) has been investigating how TV viewership is measured. CIMM CEO and managing director Jane Clarke joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what the company has learned about using both set-top box and ACR-based measurement, why different attribution providers might show marketers different results, and how close marketers are to speaking the same language about traditional TV and digital video advertising.

With more viewers leaving traditional TV for digital streaming options, marketers are figuring out how to comprehensively measure their video audiences.

Within digital media channels, probably the longest-standing gap in measurement information lies with the walled gardens—a group that includes Google, Facebook, a host of other walled social platforms, and Amazon. Some in the industry are also talking more of walled gardens—or attempts to build them—in the connected TV (CTV) or over-the-top (OTT) space.

eMarketer principal analyst Nicole Perrin and forecasting analyst at Insider Intelligence Eric Haggstrom discuss what they're paying attention to in 2021 and why: digital ad measurement, connected TV, and ecommerce channel advertising.

eMarketer forecasting analyst Eric Haggstrom and principal analyst at Insider Intelligence Nicole Perrin discuss what an advertising rebound will actually look like next year. They then talk about how to reach ad-free streamers, new podcast measurement guidelines, and whether WarnerMedia just killed the movies.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring DoubleVerify's CEO Mark Zagorski and GroupM’s Joe Barone, managing partner for brand safety, Americas. They discussed the constraints and opportunities of video impression measurement, and what needs to be done to complete the video picture.

Attributing revenues to marketing touchpoints is one of marketers’ most challenging yet vital tasks. Read on to learn how marketers are approaching the journey to holistic attribution.

“From a tactical perspective, it’s imperative for all advertisers and their partners to understand that how they do things today is dependent upon a set of measurement standards,” said Philip Smolin, chief strategy and revenue officer at demand-side platform (DSP) Amobee. “Those measurement standards are changing. So therefore, by definition, how you’re doing things today is going to have to change.

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch, and vice president of content studio at Insider Intelligence Paul Verna discuss whether WarnerMedia just killed movie theaters, why Salesforce is buying Slack, why Facebook's buying Kustomer, the first few cases of Facebook's Oversight Board, Nielsen readies to change its TV ratings, shopping carts on WhatsApp, how much cash can fit in your pocket at once, and more.

eMarketer principal analysts at Insider Intelligence Jeremy Goldman and Nicole Perrin discuss how the pandemic changed email, what consumers want from it, and how to build a best-in-class campaign. They then talk about Nielsen's new ID graph, measuring digital video ads, and how out-of-home advertising is doing.

In December, Nielsen stated that it plans to incorporate a new metric, expected to be completed by the 2024 TV season, that combines TV and digital video viewing. Changes in TV measurement are significant because TV audiences remain so large. More than two-thirds (68.3%) of US households have access to satellite or cable TV, per Nielsen.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring Marc Vermut, vice president of marketing solutions at Neustar, and Mark Myers, senior vice president of customer success at iSpot.tv. They will share an innovative way to look at measurement to solve omnichannel marketing problems and more, inclusive of TV.

In this report, we take a look at growth estimates and the key near-term drivers for addressable, programmatic and over-the-top TV.

In upcoming years, Amazon, TV manufacturers, and TV networks will bring greater competition for CTV ad dollars. CTV is rife with challenges. Issues such as audience measurement, ad fraud, and market fragmentation give advertisers headaches.

That’s the date the International Bureau of Weights and Measures has designated as the transition to a new definition of the kilogram. What does the kilogram have to do with TV ad measurement? It illustrates the need to update old standards to reflect new technologies and user behaviors.

COVID-19 has altered the relationship between TV viewership supply and advertising demand.

Several other streaming services relied on TV house ads to promote themselves. Disney-owned networks like ABC, FX, and ESPN used billions of ad impressions to promote Disney+ and Hulu. And NBC used the same tactic for Peacock.

Despite OTT ad spend's surge, it’s still small compared with the $69.2 billion that US advertisers are projected to spend on linear TV. For some advertisers, measurement challenges prevent them from investing more in OTT.

TV ad buying is unlikely to follow the real-time bidding model that became popular with digital advertising. However, many TV advertising tasks—including reporting, creative placement and measurement—are likely to become more automated.

In the latest episode of eMarketer's "Behind the Numbers," we're joined by Linda Yaccarino, chairman of advertising sales and client partnerships at NBCUniversal. Speaking with eMarketer’s Paul Verna, Yaccarino discusses a wide range of topics, including the need to reduce ad loads, the marketplace impact of new brands and the debate over measurement.