carol hinnant

CANNES — Sometimes, you wake up to find some of the most seismic and long-anticipated changes have already happened. For advertising, at the center of this change is the transition to multicurrency measurement. But that is a process that Comscore’s Chief Revenue Officer, Carol Hinnant, believes has already been successfully undertaken. Navigating the Multicurrency Transition […]

If you are trying to be the media measurement provider of choice, in age of outcomes, leveraging the point of sale can move the needle. As more media buyers look to attribute ad exposure to customer purchase, more players in the space are looking toward purchase data. In this video interview with Beet.TV, Carol Hinnant, […]

SANTA MONICA — If 2022 is really the year when “alternative” currencies began to be used to measure TV consumption, Carol Hinnant must feel like she is living Groundhog Day. Sparked by splintering consumption patterns and issues surrounding the main measurer of traditional TV, Nielsen, MVPDs have started to use a range of new measurement […]

CANNES — Although 2022 is the year when alternative measurement and currency systems got most attention in the media marketplace, Carol Hinnant feels like she has been living the future for a long time already. In this video interview with Beet.TV, Hinnant, Chief Revenue Officer, Comscore, says her company has long been an “alternative”. But, […]

If a tree falls in a forest, but two observers disagree on what exactly happened, did it really make a sound? That is the key question which has suddenly engulfed the craft of TV measurement, as Nielsen’s admission it may not have measured pandemic TV audiences as well as beforehand has caused TV execs to […]

Buyers and sellers of media increasingly talk about a “common currency” that helps to unify the measurement of audience exposure among traditional channels like linear television and newer digital platforms. Metrics that make comparisons of ad impressions more meaningful are becoming a reality, helping to support the ongoing growth in addressable advertising. “TV as we […]

SAN JUAN, PR — The new world of digital marketing promises advertisers the ability to link consumer outcomes like sales back to advertising exposure, and so to price ads accordingly. But the emerging focus on “attribution” and “outcomes” doesn’t come as easy as it sounds. “Data is not sexy,” Hinnant says, in this Beet Retreat […]

SAN JUAN, PR — Cable TV operators and other service providers may have been amongst the first to be able to offer their advertisers advanced TV targeting capabilities like dynamic ad replacement. But new advances mean the TV networks which historically run over the operators can also now offer equivalent functionality. “Up until today, addressable […]

A big conundrum in cross-screen audience targeting is the need for cooperation across a multitude of potential partners even as the number of partners continues to multiply. And technology itself isn’t the white knight it was once thought of, judging from a panel discussion at the recent Beet.TV leadership forum. The panel titled Making Identity […]

Marketers that are seeking to better understand consumers’ identities need to start by earning consumer trust and then build platforms that are “privacy by design” were two main takeaways from a panel at the recent Beet.TV leadership forum. It seems likely there won’t be one central identity graph for each person judging from comments by […]

Like many companies, Comscore plays an important role in seeking to derive unduplicated reach curves for television audiences, along with other data advancements. It recently played a key role in a project with NBCUniversal in which NBCU guaranteed business outcomes for the first time, in a campaign for the movie The Upside. Comscore’s seat at […]

SAN JUAN — If you listen to the tech crowd and if you look at some of the consumer behavior, TV is “dying”. But, if that is the case, how do you explain Netflix? Many executives in the industry have long since moved on from using “TV” to describe the box in the living room connected […]

SAN JUAN, Puerto Rico—When it comes to matching consumer datasets, Comscore should be considered more of a chef than someone who actually produces food. “We offer these audiences tied to the viewing behavior of television and to digital audiences as well. What you have to understand is that we don’t have a hand in creating […]

LAS VEGAS — In the days when the desktop web was the only digital screen in town, comScore could rely on measuring online audiences using a software meter. But the proliferation of consumer devices – from phones and tablets, to consoles and connected TVs – has changed all that. In this video interview with Beet.TV, comScore national […]