SAN JUAN, PR — They seem like two entirely different kinds of advertising tactic.
But Lance Brothers doesn’t think linear and connected TV have to exist in two different strategies.
In this video interview with Beet.TV, Lance Brothers, chief revenue officer of NCSolutions, the former Nielsen Catalina Solutions that helps brands target, measure and optimize their ad campaigns, explains the two can best be used together.
“I think it’s important to use them in a complimentary fashion,” he says:
- “Linear TV is a great outlet for reach, and all the things that kind of come from that – awareness, influence, all of the things that kind of come attendant to that.”
- “Advanced TV that’s now available in the marketplace opens up a whole new set of doors for television to focus much more like you see in the digital world, and actually really understand from there, ‘How do I granularly target consumers, and how do I help them figure out what’s best available?'”
NCSolutions is a joint venture of Nielsen and Catalina, providing performance analytics for targeting and measuring consumer packaged goods brands’ ads.
Its mission is to help marketers and media companies measure and improve advertising performance by accurately linking what consumers watch, see, or hear – whether on television, the web, in print, or on the radio – with what they buy.
Brothers was interviewed by TV[R]EV co-founder Alan Wolk at Beet Retreat San Juan 2020, where he was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.