Consumer Identifiers Are Key to Holistic View of TV Audiences: Paramount’s Travis Scoles

NEW YORK – Advertisers face a variety of challenges in figuring out the best ways to reach consumers who not only view television programming on several connected devices, but also have more tools to guard their privacy. This fragmented media environment drives a need for a holistic solution for marketers and media buyers. “The biggest […]

 
 

Advertisers Will Benefit From Evolution in Media Measurement: Paramount’s Travis Scoles

CANNES – The television industry is open to finding multiple ways to measure how consumers are viewing advertising, especially as they spend more time watching streaming video. Multiple companies have emerged to provide the tools to set the value of ad transactions amid the shifting media landscape. “Measurement is confusing because there’s a lot of […]

 
 

Evolution To A Basket Of Currencies: Paramount’s Scoles

SAN JUAN, Puerto Rico – The business of TV ad-buying is fast transforming itself from one which was reliant on Nielsen as a single arbiter of viewer numbers. With Nielsen’s MRC accreditation still paused, more broadcasters are testing out alternative currency and measurement solutions. In this video interview with Furious Corp CEO Ashley Swarts at […]

 
 

Cross-Platform Frequency Capping Relies on Solid Metrics: ViacomCBS’s Travis Scoles

Millions of consumers are dividing their time spent with media among a wider range of devices and platforms. That behavior has challenged media buyers and sellers to quantify the reach, frequency and other indicators of advertising’s effect on business outcomes for marketers. ViacomCBS, whose media brands include channels such as CBS, MTV and Nickelodeon (along […]

 
 

Measurement Standards Will Help Support Ad Spending: ViacomCBS’s Travis Scoles

LOS ANGELES – Viewers are dividing their time spent with video content among a wider variety of devices and platforms, challenging advertisers to measure reach and frequency more accurately. ViacomCBS supports efforts to create a cross-platform currency for the media marketplace alongside its development of its Vantage platform for advanced advertising. “Optimization, targeting – all […]

 
 

TV Ads Move Toward Cross-Platform Delivery: ViacomCBS’s Travis Scoles

Improved measurement of addressable advertising will underpin its growth as marketers and programmers have more tools to determine its effectiveness and hone their strategies in a cross-platform environment. Making those platforms more comparable is a key goal as TV audiences grow more fragmented among a growing number of choices among linear and over-the-top (OTT) channels. […]

 
 

Transparent Partnerships Will Drive Advanced TV: Schireson’s Scoles

Five years ago, advanced television “wasn’t a thing.” It was just starting to come into existence “and now this is a core piece of many publishers’ product offerings,” says Travis Scoles, a Partner at advertising and marketing data science firm Schireson. Where advanced TV goes in the next five years is one of the topics […]