2023年1月4日

2023年1月4日消息——華納兄弟探索頻道(Warner Bros. Discovery)與VideoAmp簽署了一項協議，這標誌著一個新的受眾測量平台成為老牌公司尼爾森(Nielsen)的替代品，這是一個裏程碑。該協議將在2023年之前達成，屆時電視網絡希望獲得廣告商的長期承諾。探索頻道還將繼續使用尼爾森，在新冠疫情期間，由於對其係統的擔憂，尼爾森的媒體評級委員會認證於2021年暫停。-廣告-華納兄弟探索頻道與VideoAmp簽署了一項協議，以衡量其受眾，作為廣告商的另一種數據收集工具，兩家公司周二宣布。廣告——這份合同對VideoAmp來說意義重大。VideoAmp是一家新的廣告測量平台，在今年春季電視節目播出前，該平台最近擴大了客戶名單，目前電視網絡正尋求獲得長期的廣告客戶承諾。探索頻道擁有傳統的電視網絡和流媒體服務。摩根士丹利預計，這些公司將在2022年底拋售巨額稅收虧損後反彈。這筆交易還為華納兄弟提供了另一組數據，在該行業正在尋找老化計量公司尼爾森的替代品之際，發現是向廣告商提供的另一組數據，尼爾森在新冠疫情期間因其計量麵板出現問題而受到審查。華納將同時使用尼爾森和VideoAmp。廣告——像尼爾森和VideoAmp這樣的公司提供觀眾估計和數據，電視網絡和流媒體使用這些數據來銷售廣告空間。 Nielsen’s measurement system is based on a panel of approximately 40,000 households, keeping track of what they watch. VideoAmp bases its data on login information from devices. Other competitors in this space are Comscore, as well as startups such as iSpot.tv and Samba TV. VideoAmp did not reveal the length of its contract with Warner, but founder and CEO Ross McCray told CNBC that his deals with the media giant and other companies are for the long term. video amplifier also works with Disney which recently launched an advertising platform for Disney+, and TelevisaUnivision. “Especially with Warner’s investment in streaming and a portfolio of so many channels, there are so many opportunities for WBD,” McCray said. “We’re going to properly let you package it as cross-platform” for advertisers. The merger between Discovery and Warner Media ended in 2022, resulting in a portfolio of TV channels including Discovery Channel, TLC, TNT, TBS and more. The combined company plans to launch a revamped streaming platform this spring, merging Discovery+ with Warner’s HBO Max. The company is also cutting costs as it struggles with a huge debt burden from the merger. While WBD will continue to use Nielsen’s metering services, the VideoAmp deal gives it another set of data and a more cost-effective standalone alternative in the future. “Traditional media dimensions have not kept pace with how consumers interact with streaming and linear content. As a result, these audiences are underestimated and current numbers no longer accurately reflect their true advertising value,” said Andrea Zapata, head of advertising sales at Warner. research, measurements and insights, in a press release. Nielsen’s blocking of viewership and ratings spans decades. However, according to media reports, Nielsen’s figures have come under scrutiny as concerns arose earlier during the pandemic about inaccuracies and inconsistencies in their measurements. Nielsen identified underreporting issues in 2020 and has since lost accreditation from the Media Rating Council, the industry body that reviews the measurement process. Nielsen’s MRC status remains suspended, according to latest reports . VideoAmp, founded in 2014, is also not MRC accredited. Despite these challenges, Nielsen remains the dimensional giant in the room, working with every major media company. Streamers also work with Nielsen. Amazon Prime TV uses Nielsen for its Thursday Night Football ratings. When Netflix launched its ad-supported tier last year, and said its programs will be evaluated by Nielsen around 2023. This is a key moment for the media industry as cord reduction has accelerated recently and media companies are looking to make streaming profitable. Streaming services have added cost-effective, ad-supported options as subscriber growth slowed in 2022. As long as there are about Between 60 and 70 billion dollars are spent annually. According to Insider Intelligence, linear TV ad revenue in the US is steadily rising. According to Insider Intelligence, streaming services’ advertising revenue will exceed $21 billion in 2023, up from nearly $17 billion in 2022. “We’re expecting meaningful changes because there’s demand,” VideoAmp’s McCray said of the measurement industry. Credit: www.cnbc.com /