asiCast 154: Finnish broadcasters take the lead on cross-platform campaign measurement
Broadcasters need to take the lead in providing reliable and comprehensive cross-platform campaign measurement across their broadcast and online offers and recently the Finnish commercial broadcasters announced their plans to do so. Finland will be one of the first countries in the world to unify campaign measurement across all broadcaster platforms.
In a departure from our usual format, in this podcast Richard Asquith of Richard Asquith Consulting interviews the key people involved in developing this Total TV advertising measurement service. Anna Lujanen, Executive Director of Screenforce Finland initiated the process, which also closely involved Saku Sahramies, Product Development Director at MTV Oy, and Kati Alijoki, Head of Insight at Sanoma Media Finland. They are joined by Renata Uhlarikova, Director of pure X media who was charged with overseeing the tender process and proof of concept undertaken, and by Andrea Mezzasalma, CEO of measurement specialist dataBreeders, which has been contracted to provide the service.
We look forward to hearing more about the impact this is having in-market when we get together at this year’s asi International Television &Video Conference on November 8-10.
Anna Lujanen, Saku Sahramies, Kati Alijoki, Renata Uhlarikova and Andrea Mezzasalma talk with Richard Asquith:
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