Waiting on multiple or alternative currencies when buying TV-video time to arrive neatly on your media planning and buying doorstep?

Bring out the chaise lounge. You’ll have a long wait.

A new 4As report says we have a long way to go -- especially now that four major currency vendors are talking to the Media Rating Council for accreditation -- something that could take years.

One central point for media agencies and their advertiser clients: That contracts with any of those currency providers may prohibit direct comparison of results among currency providers.

What if a TV-video network seller has a strong measurement association with, for example, VideoAmp over iSpot, or Nielsen, or Comscore?

And if a brand then walks in with their own preference? Perhaps the brand and network might agree.

But how does one really connect the dots in terms of whether it could have performed differently via another process?

So.. are you even more confused now?

Currently, we hear from any TV networks/streaming executives who welcome all advertisers/brands with their most favored currency -- along with their first-party data in tow. But the bottom line for any impending negotiation then can get fuzzy. 

For example, how does a brand compare for each different currency when it comes to the same program? Not only that but what about comparison to the same non-exclusive  program across different against results across TV networks/streamers?

Overall, the 4As also are concerned that multiple currencies without a comparative standard/baseline currency rate could lead to inaccurate and inconsistent methodologies for measurement.

The problem is that this marketplace is not waiting around. The decades-long, one-currency/one-standard way of Nielsen-measured media wheeling and dealing has been eroding for a while now, which means some brands will continue to need to spitball at times.

Your brand competitor may have a better plan -- full of better, more detailed outcome results.

Meanwhile, the media ground under your feet continues to move.