Online video exploded from niche to mainstream so quickly that the standards have yet to catch up. Nielsen's Scott Ross tells us why we need to let go of our TV mindset and embrace the new digital way.
Remember the good old days when you knew exactly what audience size you could anticipate for your TV campaign? Nielsen was king, and those little Nielsen boxes worked like magic to track and predict audience behaviors.
Then came the wonderful world of digital with all its opportunity and undefined measurement standards.
But digital measurement is starting to come into its own. Nielsen's VP of global audience measurement, Scott Ross, tells iMedia's Bethany Simpson why we need to adjust our way of thinking from TV to a new normal.
Some of the challenge has been that the [online video] volume started so small, and it's building so rapidly."
- Scott Ross, VP, global audience measurement, Nielsen
What measurements matter in the online video ecosystem?
How do online video CPMs compare to TV?
2 new audience behaviors
How does Nielsen measure digital?
Which has more ad value? User-generated or premium videos?
3 lessons from Nielsen's cross-platform study
Scott Ross is VP, Global Audience Measurement, for Nielsen, a leading global provider of information and analytics around what consumers buy and what they watch. In this role, Ross focuses primarily on global online and cross-media measurement opportunities. Prior to joining Nielsen, Ross was Client Service Director at @Plan and later DoubleClick. Ross earned a B.S. degree in Business Administration and Marketing from Boston University.