Médiamétrie at the Streaming & CTV Summit: Rethinking Measurement in the Age of Streaming and CTV
On November 12, Julien Rosanvallon, Deputy CEO for Marketing and Customer Experience at Médiamétrie, will participate in the Streaming Streaming A technical method of digitally transmitting data to enable the playback of a continuous flow of video and audio material. Unlike terrestrial or satellite TV broadcasting, this technology requires a two-way network (internet) to send periodic requests to the streaming server in order to receive video or audio micro-files. Find out more & CTV Summit. He will speak at the panel panel A sample from which information is collected over time. It can be questioned several times at regular intervals. This method is pertinent for studying changes in behaviour. The sample can be questioned continuously: - either: each individual in the panel is asked to fill in a daily questionnaire relating to the subject of the study. This is the case for the Radio panel. - or the information is recorded and returned regularly. This is the case for the Médiamat panel. This method is pertinent for understanding behavioural patterns and their changes if the panel lasts long enough. Find out more discussion “What Are We Really Measuring?”, which will focus on the new challenges of measurement in a rapidly evolving video landscape.
Supporting the Transformation of Video Consumption Habits
Linear Linear This is when a live television program is watched exactly at the time it airs, in timeshifting (control over live TV) or private delay (personal recording). Find out more TV, streaming streaming A technical method of digitally transmitting data to enable the playback of a continuous flow of video and audio material. Unlike terrestrial or satellite TV broadcasting, this technology requires a two-way network (internet) to send periodic requests to the streaming server in order to receive video or audio micro-files. Find out more , digital digital A signal is said to be digital if it can be represented by a series of discrete values that can be coded in binary as either 0 or 1. It is the opposite of analogue signal. Digital broadcasting has become the primary mode for television broadcasting, whether by cable, satellite, or even terrestrial. Find out more platforms, CTV: the proliferation of screens, environments, and consumption patterns is profoundly transforming the audiovisual landscape. In this context, audience measurement audience measurement Quantitative study of the frequency of use of media. Find out more must also evolve to provide a coherent and comparable view of usage patterns.
Julien Rosanvallon will address these issues alongside Marianne Le Vavasseur, Digital Director at Kantar Media, during the roundtable discussion “ What Are We Really Measuring?”.
His presentation will provide an opportunity to discuss MediaReach, the system developed by Médiamétrie to address a major market challenge: measuring the performance of video advertising campaigns across different screens—from linear television to digital platforms—in a standardized way.
MediaReach, a common advertising measurement standard across all video environments
Faced with fragmented user behavior, advertisers, agencies, and media buyers need a consolidated view of their campaigns’ performance, regardless of the delivery environment.
MediaReach was designed to meet this need and enable the measurement of video campaigns across all relevant screens and environments.
Rather than relying on a single indicator, the system is based on six common metrics, ranging from valid impressions to 100% completed impressions, including the various viewability viewability The definition of viewability tells us when an ad delivered to the screen can actually be considered visible to the user. An ad that is counted as delivered is not necessarily visible to the user. Find out more quartiles at 25%, 50%, and 75%.
This approach provides a standardized view of a campaign’s performance—particularly in terms of contacts, reach reach Reach is the term used to describe the reach achieved by a medium, publication, advertisement or campaign. It corresponds to the number of users reached and is therefore quantitative data. Reach plays a key role in measuring return on investment. It is used to determine whether or not the communication is effective. Whether for a website or a social network, reach corresponds to the proportion of the Internet user population or the audience reached by the site or network over a set period. Find out more , repetition, and unique viewers—while allowing each stakeholder to use the metric best suited to their objectives.
Deduplicating Audiences Across Television and Digital Digital A signal is said to be digital if it can be represented by a series of discrete values that can be coded in binary as either 0 or 1. It is the opposite of analogue signal. Digital broadcasting has become the primary mode for television broadcasting, whether by cable, satellite, or even terrestrial. Find out more
Cross-video measurement must also address a key challenge: determining how many people were exposed to the same campaign on linear linear This is when a live television program is watched exactly at the time it airs, in timeshifting (control over live TV) or private delay (personal recording). Find out more television, on digital, or on both.
About the Streaming & CTV Summit
The Streaming Streaming A technical method of digitally transmitting data to enable the playback of a continuous flow of video and audio material. Unlike terrestrial or satellite TV broadcasting, this technology requires a two-way network (internet) to send periodic requests to the streaming server in order to receive video or audio micro-files. Find out more & CTV Summit brings together brands, platforms, agencies, and other players in the advertising ecosystem to discuss the transformations driven by streaming and connected TV. This year’s event will focus in particular on how creativity is expressed at every level of the value chain, from content and formats to data data Digital data Find out more , media planning media planning All of the techniques for defining a media plan (or campaign plan), justifying the choice of the formats used within one or several media, and calculating the performances of a combination of formats. Find out more , and measurement.