SANTA MONICA, Calif. – Whether people are watching a YouTube influencer on television or a favorite series on a mobile device, the pervasive accessibility to content is changing their ideas about how watch video. Advertisers must understand these habits as they seek to reach consumers across multiple connected devices.

“We need to actually follow their consumption habits and be able to holistically think about the video ecosystem,” Julie Berger, executive director of investment at WPP’s Essence, said in this interview with correspondent Tameka Kee at the Beet Retreat. “That’s just a different mindset than maybe we’ve had constantly talking about linear versus CTV versus YouTube types of user-generated content.”

A key difficulty facing advertisers is getting accurate measurements of connected television viewing. Essence’s sister agency GroupM recently performed a study with that found 8% to 10% of supposed video impressions were delivered when a television was turned off.

“As an industry, we have to do better,” Berger said. “We are coming together with the likes of NBC and Disney and LG Ads and Vizio and Paramount … to create some sort of standardization, a viewability metric.”

GroupM Teams With to Improve CTV Ad Viewability

You are watching coverage of Beet Retreat Santa Monica 2022, presented by Ampersand, MiQ, Nielsen, PubMatic, T-Mobile Advertising Solutions and The Trade Desk. For more videos from the Beet Retreat, please visit this page