As advertising moves increasingly across screens, measurement needs to move fast to keep up.
This Motley Fool article takes a look at the time-shifted viewership of TV programs that occur outside the official C3 ratings, and the implications for media companies and advertisers.
Moving forward, there will be two fundamental advertising models–linear and dynamic. In the linear, or traditional, model, one ad is served to many people. This can happen live or thru time shifted viewing. In the dynamic advertising model, one ad is served to a single individual–e.g. each ad is addressable.
Audience measurement of the future will need to take account of both linear and dynamic advertising insertion models and measure both live and on-demand viewership.
If this isn’t tricky enough, think about the implications for ad effectiveness: is an ad that is viewed 2 days later as effective as one delivered live ? Is an addressable ad sufficiently more effective than a less targeted linear ad to justify its price premium ?
The linear vs. dynamic and live vs. on-demand viewing patterns will almost certainly impact not just reach–but advertising performance as well. Measuring and understanding relative ad effectiveness across these dimensions will become even more important in the future.