AMENIA, NY — Viewers are increasingly watching the same kind of TV content across different devices and services. And that means the industry needs a more holistic approach to advertising, says Travis Scoles, EVP of Advanced Advertising at Paramount.
In this video interview with Beet.TV contributor Rob Williams, Scoles says the industry is moving from simply focusing on device graphics and territorial identity graphics to really knowing audiences.
Scoles says that shift is allowing Paramount to start activating and measuring ads in the same way, regardless of whether they are running on traditional linear TV, streaming services like Pluto TV, or video on-demand.
Measuring Ads the Same Way
Scoles is seeing activation techniques and capabilities like using exposure logs to run attribution from a measurement perspective and redirecting the same audience between digital and linear platforms.
Paramount’s free, ad-supported streaming service Pluto TV is a good example of how the lines between different types of TV are blurring for viewers.
Scoles is excited to see measurement becoming truly cross-platform, allowing the industry to properly compare the effectiveness of ads across broadcast, cable and streaming.
Litany of New Offers
But he also strikes a note of caution amid the rapid pace of change and innovation. “In the next couple of years, we’re going to see a gangbuster litany of companies come out that are taking advantage of this new way of working, this new way of understanding data.
And they’ll have a bunch of new product offerings – some will be great, some will be not great,” Scoles says.
“We need to make sure that we don’t throw the baby out with the bathwater here and make sure that whatever investment we’ve made, we keep the goal of why we’ve done this in mind, to measure the effectiveness of advertising on television.”
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