The Council’s latest output provides a detailed overview of audience and verification measurement in Europe
London, UK: The FreeWheel Council for Premium Video Europe (FWCE) has today released the European Video Measurement Matrix,which provides a unique overview of audience and verification metrics for the premium video industry.
The latest insights from the advocacy group – which includes major European broadcasters and operators such as Channel 4, Sky, MTG and TF1 among its members – brings together information from some of the main players in the current cross-screen measurement landscape.
The European Video Measurement Matrix was created in response to previous FWCE whitepaper Defining a View, which looked at viewability standards across the premium video industry and called for more consistent and wide-ranging performance measurement beyond ad views.
It also follows a research study by the US-based FreeWheel Council, which found that brand marketers and media agencies saw measurement as the number one challenge for cross-platform campaigns. Indeed, while efforts are being made and many initiatives are underway, there is little industry cohesion or unified measurement standard. Fragmentation has led to major confusion and industry-wide fatigue. From brands and agencies to platforms, publishers and measurement providers, it is in the interest of all parties to better work together and bring clarity to the market.
“The rapid changes in the premium video sector create many complexities and challenges in the development of measurement solutions,” expressed Virginie Dremeaux, Digital Marketing & Development Director at CANAL+ Régie. “The FWCE’s European Video Measurement Matrix allows the industry to see how metrics are evolving and moving beyond existing baseline standards to generate more valid and accurate data.”
The European Video Measurement Matrix has been compiled in two parts – looking at audience (linear and digital) and verification metrics. In particular it shows:
- The technology/methodology used by audience and verification providers
- The current metrics used to measure audiences for premium video
- How these metrics work across different platforms – TV, mobile, desktop, VOD and OTT, and cross-platform
“As our previous research has found, the complexities and challenges of providing cross-platform measurement solutions are a major focus for brands, agencies and the industry at large,” commented Emmanuel Josserand, Brand, Agency and Industry Relations at FreeWheel. “By putting together thisEuropean Video Measurement Matrix we hope to provide a more complete picture of the current measurement landscape across Europe, lessening the confusion around what is on offer, and provide a starting point for future discussion on how these metrics may evolve. The FWCE stands ready to work with industry bodies and key stakeholders to adapt to this new video measurement landscape where screens and wires should be just details.”
The European Video Measurement Matrix can be viewed and downloaded here: http://freewheel.tv/fwcouncil/
Note that this first edition of the European Video Measurement Matrix is for illustrative purposes only, it is not intended to be exhaustive. Inclusion/exclusion of any provider or methodology is not intended to imply approval/disapproval by the FreeWheel Council for Premium Video or any of its members.
About the FreeWheel Council for Premium Video, Europe (FWCE)
The FreeWheel Council for Premium Video Europe (FWCE) was formed in June 2017 to serve the interest of those in the premium video industry through leadership positions, research and advocacy. Aligned to the FWC formed in North America in 2015 (which has 30 members) the FWCE, at launch, consists of 14 members: Canal+ Régie, Channel 4, Discovery Networks International, Medialaan, MTG, Nelonen, Proximus, RTÉ, SBS Broadcasting, SFR Régie, Sky Media UK, Sky Media Germany and TF1 Publicité. The FWC operates as an educational and organisational resource to assist marketers to reach desired audiences in premium video environments, conduct research documenting the benefits of premium video and represent the interests of member publishers and the market.
About FreeWheel:
FreeWheel, a Comcast Advanced Advertising Company, is the industry’s most complete advertising management solution. Purpose built for the New TV ecosystem, we enable our collective client base across all key industry segments to manage and monetise their premium video inventory in the brand safe ways they require. Our leading technology, unmatched service and guidance, and collaborative advocacy power the advertising businesses of the largest media and entertainment companies in the world, including AOL, DIRECTV, Fox, NBC Universal, Turner Broadcasting System, and Viacom in the U.S., and MTG, Sky, Canal+ and Channel 4 in Europe. Our offerings work in synchronised tandem to meet every aspect of our clients’ business needs across all screens, data sets, and monetisation channels, while providing the full safety, compliance, and control the New TV ecosystem demands. With offices in New York, San Francisco, London, Paris, Beijing, and across the globe, FreeWheel stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information please visit www.freewheel.tv, and follow us on Twitter and LinkedIn.
