SALISBURY, CT – With many people stuck at home during the early days of the pandemic, when professional sports were canceled and Hollywood production stalled, viewership of streaming services with big libraries of programming surged. Much of that viewing of connected television (CTV) has persisted, and advertisers are shifting media budgets into ad-supported streaming.
“CTV, streaming — it’s not a fad, it’s here to stay — but we also think about how much attention and eyeballs traditional television still gets,” Travis Scoles, senior vice president of advanced advertising at Paramount, said in this interview with Beet.TV contributor Mike Shields at the Beet Retreat Berkshires.
“Streaming TV happens on the ‘big glass’ and has a very traditional television-like experience, in many cases,” Scoles said. “That’s really what’s driving people’s need to start to rethink about video investment in general.”
A more holistic approach to video relies on media metrics that help advertisers to set the value of ad transactions, or what are known as currencies, for different video platforms.
“What we’re seeing from the new currency push and a lot of these new providers are that they’re very much convergently minded first,” Scoles said. “It’s just the first step, though. Then we start thinking about MMM [marketing mix modeling], MTA [multi-touch attribution], all the attribution models, things like that. That’s really where I think the hard work needs to be done.”
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