Marketers Must Harness TV, Video Data in 2013, Mindshare’s Sorokin

By on 01/10/2013 12:14 AM @

LAS VEGAS — Turning the plethora of available data about TV and video into insights for brands will be a critical goal for marketers in 2013, says Scott Sorokin, Global Digital Leader, Mindshare Worldwide, during an interview with Beet.TV at the Consumer Electronics Show.

“There is so much more rich information to understand about who’s seeing it, sharing it and dialoguing about it and using it. It has to be built into the models of value [for TV],” Sorokin tells us, adding that clients are increasingly investing in data technology and cloud-based data. Marketers and agencies need to work on applying this data to more accurately measure the value of the investments made in TV and video marketing, he adds. He also touches on his expectations for TV Everywhere in the year ahead and how video streaming is changing measurement for TV marketers. For more insight, check out this video interview.

-This series from CES on GroupM is presented by YuMe.

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