"Digital transformation is no longer a niche trend"
In a significant move towards harmonising video measurement across Europa, Kerstin Niederauer-Kopf, the CEO of AGF Videoforschung, has been leading the charge. With over seven years at the helm, Niederauer-Kopf's vision extends beyond the current scope of AGF's efforts.
As a member of the Audience Measurement Coalition, the AGF aims to establish common definitions of net reach, a crucial step towards a unified standard for the world news today. The standard, intended to be applied comprehensively across the countries in Europe, is also designed to facilitate campaign evaluation for international advertisers and agencies.
The AGF, traditionally a TV ratings recorder in Germany, now aims to provide this metric for streamers. Recognising the importance of reach, collected neutrally, traceably, and transparently, streaming platforms are now on board with this initiative.
Niederauer-Kopf believes that the goal of providing a metric for streamers is within reach. She aims for a comprehensive, holistic, and cross-media campaign standard that will be a long-term initiative spanning seven years.
The standard is intended to be applicable across all types of moving images, making it a unified standard for moving image measurement. This will help in evaluating campaign results across borders for international advertisers and agencies.
Niederauer-Kopf's vision includes a standard for initiatives started today. She also discusses the AGF's efforts to harmonize moving image measurement across Europa. As she notes, advertisers are increasingly demanding a neutral performance metric, and the standard aims to provide just that.
Moreover, the AGF also aims to recommend dwell-time-based measurements on a media policy level. This is to ensure a more accurate and comprehensive understanding of audience engagement with content.
In conclusion, the AGF's vision for a unified video measurement standard in Europa is a significant step towards ensuring fair and accurate audience measurement in the digital age. With Niederauer-Kopf at the helm, the AGF is well-positioned to lead this initiative and make a lasting impact on the industry.
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