The already complicated task of video measurement became even more complex as the pandemic escalated how and where audiences watch, consume and share video. The challenge for marketers, then, is planning and evaluating how to buy time and place ads.
During Adweek’s Elevate TV and Video Measurement event, Bill Livek, CEO and executive vice chairman of Comscore, talked about how consumers, media companies and ad agencies navigate the changes—and how the modern measurement system built a decade ago relied on big data with very little, if any, consumer interaction.
The pandemic’s impact on audience measurement
The challenges of audience measurement were perhaps best illustrated earlier this year, when Nielsen undercounted