Discussing the Competition: Jenny Wall of VideoAmp Discusses Defying Nielsen and the Demands for Modern Television Audience Measurement
Challenging the Status Quo: VideoAmp Takes On Nielsen in TV Audience Measurement
In the streaming era, measuring TV audiences has become a complex task. One company aiming to disrupt the industry norms is VideoAmp, a leading alternative currency challenging Nielsen's dominance over TV audience measurement in the U.S.
Jenny Wall, VideoAmp's Chief Marketing Officer, was recently a guest on the "Strictly Business" podcast by Variety. Wall, who has experience in marketing for HBO and Netflix during their shift to original series, discussed the challenges and opportunities of measuring TV audiences in the streaming era.
VideoAmp leverages first-party data to measure audiences across platforms, claiming to provide a more accurate picture of cross-platform viewership compared to Nielsen. The NFL, one of VideoAmp's partners, has accused TV ratings giant Nielsen of systematically undercounting its viewership.
Nielsen, however, has integrated device-level "Big Data" into its measurement. Yet, disputes over its numbers persist. Wall stated that having optionality can make one's life easier, and VideoAmp is not aiming to make traditional business models obsolete, but to provide optionality for comparison and leverage.
Wall also expressed her interest in disrupting industry norms and making marketing departments revenue generators. VideoAmp has partnered with multiple media giants, including the NFL, further solidifying its position as a contender in the TV audience measurement market.
The Chief Marketing Officer of VideoAmp, who aims to challenge Nielsen's dominance in U.S. TV audience measurement, is Jenny Wall. A new episode of "Strictly Business" debuts each Wednesday and can be downloaded on iTunes, Spotify, Stitcher, and SoundCloud.
Meanwhile, Nielsen measures everything off a 42,000-home panel, according to Wall's statements during the podcast. As the streaming era continues to evolve, it will be interesting to see how VideoAmp's challenge to Nielsen unfolds.
