As audiences fragment across linear TV, streaming and social video, advertisers are trying to reaggregate them for effective cross-screen measurement.
But success ultimately hinges on driving tangible outcomes for clients, according to the woman heading spending at one major ad agency.
In this video interview with Beet.TV, Maureen Bosetti, chief investment officer, IPG Mediabrands, says outcomes drive everything.
Innovations in cross-screen measurement
Bosetti sees innovation in cross-screen measurement from partners like EDO helping to measure video properties more cohesively.
“The data sources that we now have access to across all these different fragmented environments (allow us to) compare, how is linear performing again versus CTV or even versus YouTube, versus social,” she said.
Mediabrands also leverages its Acxiom data asset to understand growth audiences, appending the Acxiom ID to the planning process.
But effective measurement hinges on integrated upstream planning. “If we don’t know how to do more integrated planning against those audiences, and then be able to buy in those platforms and ultimately measure it, it all kind of really hinges together across that cohesive landscape,” Bosetti explained.
Programmatic TV’s inventory challenge
Programmatic TV offers the opportunity to pull through linear inventory with CTV and other video channels in one cohesive platform. But the biggest challenge has been access to inventory at scale.
“If you don’t have the right quality inventory at scale, then it’s just, we’re back to where we are now, which is just a lot of fragmentation,” Bosetti worries.
She sees the solution as advancements in data and technology, including more granular, identity-based measurement.
You’re watching “Measurement for a Streaming-First World,” a Beet.TV Leadership Series, presented by EDO. For more videos from this series, please visit this page.
