Member report: FreeWheel – The European Video Measurement Matrix – A robust view of industry metrics

There is unprecedented demand from advertisers to fully understand audiences across TV and digital video: which consumers were reached and how they responded to their ads across all platforms means accurate measurement is more critical than ever.

Today’s consumers have access to a plethora of screens and devices on which to view video content. It is essential for premium video providers to use accurate ways of measuring total audience, as this determines their trading currency. They need trusted, independent metrics with coverage across all platforms, including TV, apps, web, over-the-top (OTT) devices and set-top box (STB) video-on-demand (VOD). As TV and digital video are converging, so too are campaign metrics. This is where the complexities of bringing together different measures and making sense of it all lies.

Fragmentation has led to confusion, making it even harder to measure the true value of advertising. Non-premium video and bad digital players have created the need for better verification of delivery, but consistency across platforms and providers create challenges. The industry has reached an inflection point, and the time is now for all key players – brands, agencies, publishers and technology providers – to work together to bring greater clarity.

The European Video Measurement Matrix helps provides a unique reference tool on different audience and verification measurement providers’ capabilities and methodologies. Through this overview, the FreeWheel Council for Premium Video, Europe (FWCE) aims to shed light on similarities and differences across the region and open up a dialogue on how metrics should evolve over time to serve the interests of brands and premium video providers alike. 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.

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Download the report off the FreeWheel website here.


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, the FWCE at launch consists of 13 members. 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.

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