American video consumption across the three screens of television, Internet and mobile devices continues to rise, according to the latest data from Nielsen's Anywhere Anytime Media Measurement (A2/M2) initiative. Given the larger variety of choices, how do marketers measure the value of their message now?

OnDemand Online, TV Everywhere and similar offerings could provide the best way for video content providers to monetize TV programs online, but they do pose the problem of measuring the effectiveness of advertising. Nielsen has developed a system that measures online video consumption, similar to television's "People Meter." While in beta test now, this approach to measuring online consumption in the home seems to be working.

Yet mobile applications are becoming more ubiquitous, and this creates a new problem. Nielsen has developed extensive surveys for mobile video users and is even considering the development of a "mobile people meter" device that could track usage.

Why is this so important? Media companies and marketers need to know how the public is receiving their messages, the effect of those message mediums upon consumption, and how to adapt to new trends in video consumption.

Using this knowledge to effectively deliver external communications across all three screens will become increasingly important as consumers shift from conventional viewing to a more "on demand" model. The marketers who can best translate their messages across the different delivery applications will be the winners in this new marketing world.