Given the changed digital landscape, SAG-AFTRA and the JPC have commissioned a study to review digital measurement
Project Context and Description
- The market for digital video and audio is exploding
- Spend on digital advertising that can feature union performances continues to grow (27% CAGR for digital video, ~14% CAGR for digital audio)
- In addition, definitions and standards for measurement for digital advertising have improved (e.g., the IAB and MRC set standards on viewability, and SAG-AFTRA and the JPC mandated the use of ad tagging)
Major Project Goals
Common working understanding of digital media landscape:
−What has changed, and how key developments are likely to evolve
−How use cases and budgets for digital media differ from traditional media
−Media measurement
Common working understanding of the advertising technology vendor landscape, with emphasis on vendors that may be valuable for compensation systems
“2020 Vision” of advertising and media measurement, with potential implications for union performances/compensation across all platforms
Action plan for SAG-AFTRA and JPC including initiatives to best prepare for the “2020 Vision” and a sustainable, long-term solution
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