VideoAmp, the measurement agency intent on dislodging Nielsen from its longtime perch because the default viewership tracker, signaled its ambitions Tuesday at an occasion bringing collectively a spread of advertising stakeholders.
Billed because the “Vampfronts,” after the upfront promoting season’s annual spree of NewFronts and upfronts, the presentation unfolded within the fashionable Decrease Manhattan confines of the Mercer Labs Museum of Artwork and Know-how. VideoAmp, which has raised a whole lot of hundreds of thousands in enterprise and personal fairness funding, is among the many most outstanding rivals to Nielsen, together with with iSpot and Comscore. Whereas Nielsen stays dominant, TV and streaming gamers have more and more appeared to complement its numbers with different metrics as they give the impression of being to display to shoppers the effectiveness of their advert buys.
Not like most displays this time of 12 months, VideoAmp’s introduced collectively a spread of views, convening one-on-one conversations onstage with a model marketer, a media company chief product officer and a community gross sales exec. The prevailing message all through: The video enterprise wants extra selection. “The Multi-Forex World Has Arrived,” as one wall-sized slide insisted.
“The information, operations and workflows are able to scale,” Chief Product Officer Josh Hudgins informed the gang. “We are able to’t consider a greater time to shift to VideoAmp and allow us to show the distinction by delivering.”
The evening’s program included video testimonials, together with one from Paramount EVP of Superior Promoting Travis Scoles. Paramount trumpeted its pivot to VideoAmp final 12 months when a contract dispute with Nielsen left the CBS dad or mum with none historically collected numbers to flow into. VideoAmp, whose CEO is Fox and Tribune Media vet Peter Liguori, additionally has battled Nielsen in courtroom in a patent squabble, with a choose days in the past dismissing Nielsen’s newest declare.
VideoAmp revealed on the occasion that it has launched into the prolonged means of getting accredited by the Media Score Council, a non-profit, self-regulatory physique established in 1963. The arcane course of has made information lately, with Nielsen dropping the MRC’s blessing for nationwide and native rankings in 2021. Nielsen has since overhauled its strategies, including extra superior viewing metrics in an effort to fulfill complaints from programmers and advertisers, who’re within the throes of creating the leap from linear broadcast to streaming. It regained nationwide TV accreditation in 2023 and the MRC earlier this 12 months signed off on its cross-platform TV methodology, an important step heading into the upfronts.
Together with the MRC information, VideoAmp additionally mentioned it had reached a multi-year contract extension with TelevisaUnivision. Brian Lin, SVP of Product Administration, Promoting for the Hispanic media big, introduced the information onstage.
“It’s not a zero-sum recreation,” Lin mentioned of the measurement sector. “The entire innovation …. is for the betterment of the tv ecosystem. We simply want extra information.”
