Significant changes in the audience measurement ecosystem is coming. To assess what those changes will be, I reached out to a handful of executives at companies that are a part of the NBCU RFP to gain their insights on the future of audience measurement. The core businesses of these ad tech companies range from cross platform measurement and attribution to audience engagement and addressability. All these companies (and others) rely on large data sets for their analytics and have a strong client base in the ad industry. Below are their responses.
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Warner Bros’ Clint Eastwood Western Cry Macho wasn’t tough at the box office this past weekend, opening to $4.4 million at 3,967 theaters in third place. The pic lacked grit in homes on HBO Max as well, pulling in only 693,0000 households stateside over the weekend according to Samba TV.
Read more >Variety dropped a big feature related to Denis Villeneuve’s Dune, which screened to positive notices at the Venice Film Festival and begins its slow worldwide theatrical roll-out starting tomorrow in advance of its October 22 domestic debut. Buried in the article is the notion that the film might still spawn a sequel (Dune part Two, since the upcoming film is only the first half of Frank Hubert’s massive tome) even if underwhelms at the box office. HBO Max viewership will be factored in alongside the raw theatrical revenue. However, recent history shows that if Dune bombs in theaters, it will suffer a similar fate on HBO Max as well.
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TV ratings company Nielsen has been the behemoth in its field for decades, but the shift toward streaming is disrupting its business model and prompting buyers and sellers of ads to look at alternatives.
Read more >EXCLUSIVE: Here’s some data we haven’t seen yet: The 17-day U.S. household viewership for Warner Bros movies released this year on HBO Max, with James Gunn’s The Suicide Squad registering 4.7 million households through its first three weekends of release on the service. All of this comes from Samba TV, which measures streaming viewership in 3 million U.S. smart TV households. The analytics organization doesn’t measure mobile viewing, and it clocks viewership over a 5-minute interval.
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Samba TV’s research reflects the methodology and capability for measuring advertising effectiveness and attribution across TV and digital channels. As the media landscape becomes more fragmented across multiple platforms and screens, marketers are more challenged than ever to assess their holistic campaign performance to ensure the strongest ROI.
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