---
title: "Download white paper: Cross-platform video measurement"
description: The exciting launch of the SpotOn measurement system for television advertising in Finland will see combined campaign evaluation across broadcaster TV, streaming services and online video. Richard Marks to give us his take on the current direction of travel for video measurement around the world and how SpotOn fits into this wider picture.
image: https://www.screenforce.fi/hubfs/iStock-636367038.jpg
---

# Download white paper: Cross-platform video measurement

29.10.2024

[Newsroom](https://www.screenforce.fi/en/newsroom/tag/newsroom)

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The exciting launch of the SpotOn measurement system for television advertising in Finland will see combined campaign evaluation across broadcaster TV, streaming services and online video.

To provide important context for this new service, we asked measurement expert Richard Marks to give us his take on the current direction of travel for video measurement around the world and how SpotOn fits into this wider picture. This builds on the white paper he authored for us two years ago, during which time a lot has happened here in Finland and around the world.

Richard has over 35 years’ experience in international media measurement. He is Research Director of asi, the world’s leading measurement conference and hosts the asicast media podcast. He’s also a media research consultant with his company Research The Media and played an active role in working with dataBreeders and the Finnish broadcasters to bring the SpotOn project to market.

Please download the white paper[ here!](https://www.screenforce.fi/hubfs/Cross%20platform%20measurement%20white%20paper%20SF%202024%20FINAL.pdf)

 

 

 

![Picture of Screenforce](https://www.screenforce.fi/hubfs/screenforce-favicon.png)

## Screenforce

Olemme suomalaisen kaupallisen television puolestapuhuja, joka on perustettu vuonna 2016. Meidät perustivat MTV, Sanoma Media Finland, Warner Bros. Discovery ja Disney. Olemme television tekijöiden ja hyödyntäjien yhteisö. Tavoitteemme on jakaa tietoa television vaikuttavuudesta mainosmediana ja edistää koko alan hyvinvointia Suomessa. Teemme tiivistä yhteistyötä kansainvälisissä verkostoissa, esimerkiksi muiden maiden Screenforcejen, egta:n ja Global TV Groupin kanssa.

[**](https://fi-fi.facebook.com/screenforcefinland/) [**](https://www.linkedin.com/company/screenforcefinland) [**](https://twitter.com/screenforcefin)

## Read more about the topic

[![Download the Commercial TV Landscape in Finland report 2025](https://www.screenforce.fi/hubfs/WEB_1920x1280.jpg) ](https://www.screenforce.fi/en/newsroom/landscape2025eng?hsLang=en)

### [ Download the Commercial TV Landscape in Finland report 2025 ](https://www.screenforce.fi/en/newsroom/landscape2025eng?hsLang=en)

The newest information "in a nutshell" from the finnish commerical tv market.

7.5.2026 / [Newsroom](https://www.screenforce.fi/en/newsroom/tag/newsroom)

[![Download: Attention measurement - An international status report](https://www.screenforce.fi/hubfs/DOWNLOADABLES/Opas%20-%20Huomiomittauksen%20tilannekartoitus%20Suomessa/Screenforce_Attention_opas_web_1500x500.png) ](https://www.screenforce.fi/en/newsroom/report_attentionstatus?hsLang=en)

### [ Download: Attention measurement - An international status report ](https://www.screenforce.fi/en/newsroom/report_attentionstatus?hsLang=en)

In the world of advertising, getting attention is more important than ever. Screenforce Finland's new [Attention Guide](https://www.screenforce.fi/ajankohtaista/huomiomittauksen-ytimess%C3%A4-lataa-tuore-attention-opas?hsLang=en#lataa-opas) (in Finnish) explores attention measurement and its role in marketing planning. The content is based on the insights of leading experts in the field and existing research from around the world. It provides practical information on how different media and advertising formats really reach audiences and how to improve the effectiveness of campaigns. 

The emphasis on measurability in marketing has led to more short-term advertising, while at the same time consumers' attention spans have diminished. IPA Databank's research tells a stark truth: advertising has never been so inefficient. Advertising impressions are still being sold as a chance to see content, not based on whether the ad has been noticed.

17.4.2025 / [Newsroom](https://www.screenforce.fi/en/newsroom/tag/newsroom)

[![Download the Commercial TV Landscape in Finland report (2024)](https://www.screenforce.fi/hubfs/OPPAAT/Landscape%202024/Screenforce_Kaupallinen_tv_Suomessa_email_1920x1080.png) ](https://www.screenforce.fi/en/newsroom/landscape2024eng?hsLang=en)

### [ Download the Commercial TV Landscape in Finland report (2024) ](https://www.screenforce.fi/en/newsroom/landscape2024eng?hsLang=en)

The newest information "in a nutshell" from the finnish commerical tv market.

1.4.2025 / [Newsroom](https://www.screenforce.fi/en/newsroom/tag/newsroom)

## All topics

[Newsroom](https://www.screenforce.fi/en/newsroom/tag/newsroom)

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