TORONTO – Audience measurement company Numeris today announced the national expansion of its cross-platform video audience measurement (VAM) solution.
This will build on the launch of VAM in Ontario and Quebec, where the Numeris board of directors recently approved a national build of VAM with a single source panel; one panel capturing consumption of linear and digital content, reporting audience behaviours from all platforms and devices on a duplicated and unduplicated basis.
“Understanding the value of advertiser and agency video investments in media on a cross-platform basis has never been more critical. We strongly support a national VAM solution that will provide an understanding of the video landscape and audience behaviours across platforms and devices,” said Cathy Collier, chair of the Numeris board and CEO of ad agency OMD Canada.
“By unifying online video behaviour and consumption with linear television viewing at a national level, our video measurement solution will provide Numeris members and the Canadian media industry a reliable, consistent, standardized and neutral source of video audience data and metrics that will greatly increase both the understanding and the credibility of the Canadian video landscape,” explains the release.
“Leveraging Numeris’ most important and valuable asset, our panels – the core of best-in-class cross-platform measurement products design – this video measurement solution will provide greater transparency of cross-platform video consumption, add context to TV viewership and streaming and provide the industry with the ability to compare behaviour across the video landscape, by different demos, devices and platforms,” it adds. VAM includes pay TV providers’ set top box data, too.
“National VAM is an integral element of our cross-media measurement strategy. We are delighted with the industry’s support for VAM National and our cross-media strategy as we continue to expand audience measurement to meet the needs of our members and the industry,” said Neil McEneaney, president and CEO of Numeris.
Cross-platform video measurement has been the company’s priority and something the advertising industry has been demanding for some time.
“A National Video solution builds upon our knowledge and experience from several years in designing, testing and now operating two separate panels in Ontario and French Quebec – PPM and Digital – with our partner Kantar. Numeris recently shared two preliminary datasets of our video measurement solution with a small group of members (which include radio and TV broadcasters, advertising agencies and advertisers).
“These initial and limited releases provided, for the first time in Canada, a view of the video landscape and understanding of the unduplicated audience and cross-platform behaviours per device and location,” the announcement continues.
“It was also the first instance of electronic, trend-able and demographically informed consumption (linear, OTT, YouTube, etc.) in Canada, helping to illustrate full video consumer behaviour. Members’ feedback was very positive and confirmed that VAM will provide value in planning across platforms, devices and brands based on a holistic understanding of audiences.”
“In-depth understanding of cross-platform video usage has been a blind spot in the Canadian industry, and Numeris’ national VAM rollout is an important step in understanding the complex relationship between linear television and online video consumption, including the all-important measurement of unduplicated reach across platforms,” added Kristin Wozniak, member VAM Tester and vice-president, analytics and insight and director, impact research at V7 Media
