Kantar Media joins NEXTV Ad Europe to herald the benefits of cross-platform audience measurement
Kantar Media joins NEXTV Ad Europe to herald the benefits of cross-platform audience measurement??
With more cross-platform measurement experience in the world than anyone else, we were pleased to be invited to share our experiences at NEXTV AD Europe, the industry event gathering leaders from all over Europe to discuss the implications as well as the challenges of audience measurement in the changing broadcasting landscape.?
Bas de Vos, Senior Director Product, Audience Measurement, participated in the panel to pledge for the wider implementation of cross platform audience measurement and the value it can bring to all.??
After the successful implementation of cross-platform audience measurement solutions in Norway and with new products available such as Cross platform view in Brazil, Bas de Vos believes that approaching broadcasting, SVOD or any other form of content offer and advertising with a full lens is essential from a strategic perspective in the new viewing landscape. Kantar Media’s roadmap is all about having a holistic view of audience behavior and we can do so by leveraging the latest technologies including our People Meter 7 and Focal Meter to measure the full audience.?
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The panel, including contributions from leaders from Mediametrie and FTV Prima covered the emergence of new forms of monetization and business models all while highlighting the different needs and use cases between content measurement and ad measurement. For both, emphasizing the importance of integrated audience measurement to equip business leaders with granular and valuable data that would guide their strategic business decisions.??
The discussion also addressed the industry-wide need to cooperate and work with first-party data from online platforms. Kantar Media spearheads that work in initiatives and projects such as Project Origin in the UK and collaboration with the WFA for global impact. ??
NEXTV AD Europe, held in Prague brought together leading European broadcasting and advertising organisations, sparking conversations on the limitless possibilities that the new viewing landscape can offer. Find out more about the event here.