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EMARKETER

Ad Measurement 2022

The Start of a New Era Measuring Video

Report by Evelyn Mitchell  |  Apr 1, 2022
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Report
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Table of Contents
Executive Summary
Key Points
A Game-Changing Opportunity in Video Ad Measurement
Buyers, Sellers, and Everyone in Between All Have a Stake in Ad Measurement
Currency vs. Measurement and the Challenges that Affect Them Both
Upfronts and Beyond: Are New Tools Ready for the Show?
Brands Need to Assert Themselves in the Video Measurement Debate
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
The advertising industry has yet to crack the code on cross-screen, cross-platform video measurement. This year, buyers will experiment with new and improved measurement solutions and a multicurrency upfront.
Topics
TV Advertising
United States
Table of Contents
Executive Summary
Key Points
A Game-Changing Opportunity in Video Ad Measurement
Buyers, Sellers, and Everyone in Between All Have a Stake in Ad Measurement
Currency vs. Measurement and the Challenges that Affect Them Both
Upfronts and Beyond: Are New Tools Ready for the Show?
Brands Need to Assert Themselves in the Video Measurement Debate
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

Ad measurement plays a vital role in media planning, buying, and optimization. This year, there’s more competition in video measurement than ever before, and the industry will get closer to its goal of a cross-screen, cross-platform solution.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. Why are advertisers reassessing currencies and how are they changing?
  2. What challenges does the advertising industry face in adopting common currencies and standards to measure video ad performance?
  3. How will video ad measurement change in the next year?

WHAT’S IN THIS REPORT? We explore the state of ad measurement, focusing on opportunities and challenges in the video space as alternative currencies attempt to put stakes in the ground.

US Advertisers Who Are Satisfied with Their Campaign Measurement, by Media Type, April 2021 (% of respondents)
E-Mail ChartDownload

KEY STAT: No more than half of US advertisers are satisfied with their campaign measurement across media types, according to an April 2021 Advertiser Perceptions survey. Only 38% are satisfied with their digital video measurement solutions.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

4charts

Reliable data in simple displays for presentations and quick decision making.

21expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. A Game-Changing Opportunity in Video Ad Measurement
    4. Buyers, Sellers, and Everyone in Between All Have a Stake in Ad Measurement
    1. Currency vs. Measurement and the Challenges that Affect Them Both
    2. Upfronts and Beyond: Are New Tools Ready for the Show?
    3. Brands Need to Assert Themselves in the Video Measurement Debate
    4. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    US Advertisers Who Are Satisfied with Their Campaign Measurement, by Media Type, April 2021 (% of respondents)US Data Leaders Who Were Somewhat/Very Prepared for the Loss of Third-Party Cookies/IDs, by Company Type, 2021 & 2022 (% of respondents in each group)
    US Upfront TV* Ad Spending, 2019-2023 (billions and % change)US Smartphone QR Code Scanners, 2019-2025 (millions and % change)

    Interviewed for This Report

    Kelly Abcarian
    NBCUniversal
    Executive Vice President, Measurement and Impact
    Interviewed February 18, 2022
    Lee Beale
    Crossmedia
    Managing Partner
    Interviewed February 3, 2022
    Josh Chasin
    VideoAmp
    Chief Measurability Officer
    Interviewed February 7, 2022
    Moe Chughtai
    MiQ
    Global Head of Advanced TV
    Interviewed February 15, 2022
    Jane Clarke
    Coalition for Innovative Media Measurement (CIMM)
    Former CEO and Managing Director
    Interviewed February 18, 2022
    Stacy Daft
    Amobee
    General Manager, Commercial and Business Development
    Interviewed February 17, 2022
    Joanna Drews
    HyphaMetrics
    Co-Founder and CEO
    Interviewed February 23, 2022
    Augustine Fou
    Independent Ad Fraud Researcher
    Interviewed February 4, 2022
    Meghan Glenn
    Flowcode
    Sales Director
    Interviewed February 15, 2022
    Shreya Gulati
    The Trade Desk
    Senior Director, Measurement Partnerships
    Interviewed February 4, 2022
    George Ivie
    Media Rating Council (MRC)
    CEO and Executive Director
    Interviewed February 18, 2022
    Eric John
    Interactive Advertising Bureau (IAB)
    Vice President, Media Center
    Interviewed February 14, 2022
    Tony Marlow
    Integral Ad Science (IAS)
    CMO
    Interviewed February 3, 2022
    Libby Morgan
    Interactive Advertising Bureau (IAB)
    Senior Vice President and Chief Strategy Officer
    Interviewed February 14, 2022
    Sean Muller
    iSpot.tv
    Founder and CEO
    Interviewed February 18, 2022
    Ikechi Okoronkwo
    Mindshare
    Executive Director, Business Intelligence and Analytics
    Interviewed February 1, 2022
    Justin Rosen
    Ampersand
    Senior Vice President, Data and Analytics
    Interviewed February 2, 2022
    Andrew Rosenman
    Smart AdServer
    Global Product Marketing Lead, CTV and Video
    Interviewed February 4, 2022
    David Schwarzberg
    Flowcode
    Strategy
    Interviewed February 15, 2022
    Deirdre Thomas
    Nielsen
    Managing Director, US Audience Measurement Business Development and Sales
    Interviewed March 9, 2022
    Nik Thompson
    Flowcode
    Marketing
    Interviewed February 15, 2022

    authors

    Evelyn Mitchell

    Contributors

    Ross Benes
    Senior Analyst
    Tracy Tang
    Senior Researcher
    Paul Verna
    Principal Analyst
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