The worlds of television and streaming have blurred, and many children no longer recognize the difference between traditional television and apps, according to Travis Scoles, EVP, Advanced Advertising at Paramount.
Scoles highlighted how this generational shift has influenced viewing habits and challenged the traditional definition of television.
Speaking at Beet Retreat, he said TV advertising in this new world has a range of data-enabled new super-powers.
CTV Measurement Is Key
This convergence of platforms presents new opportunities for advertisers, particularly in Connected TV (CTV), and the most significant advantage of CTV is its measurability and the democratization of this data, Scoles said.
“The level of data that’s coming in and out of a CTV app really kind of unlocks a lot of possibilities,” Scoles said. “So, now we have an ad server counting impressions, but we also have logs that are linked to households, that we can link to outcomes, that we can start doing attribution measurement, and all these kinds of things that were difficult in a world where you had this one-to-many format where folks were yanking things off the air.”
Scoles pointed to identity frameworks as crucial for powering this targeted approach, emphasizing the importance of linking data to individual households for effective attribution measurement.
Convergent Cross-Platform Activation
Looking forward, Scoles is enthusiastic about convergent cross-platform activation, where data capabilities are merging to make linear television’s measurability and targeting similar to digital platforms.
“And it’s going to be really exciting when you can start to do things like do attribution measurement deterministically against television households watching broadcast,” said Scoles — something that bridges the gap between traditional and digital advertising.
This shift toward digital-like measurement in linear TV signifies a significant evolution in the advertising landscape, offering new possibilities for targeted and measurable campaigns across multiple platforms.
You’re watching “CTV Unlocked: Driving Transparency and Brand Safety in a Fragmented World,” a Beet.TV Leadership Series, presented by IAS. For more videos from this series, please visit this page.
