Cross-Screen Metrics Don’t Have to Be ‘Perfect’ to Be Effective: Wavemaker’s Rinaldi

Whether viewers watch traditional linear TV or have shifted to streaming services, they’re still spending a significant amount of time with the biggest screen in their households. The change in consumption habits has spurred a need for measurement methods to capture demographic-based or audience-based buying. “The screen itself hasn’t lost consumption. The TV screen has […]

 
 

TV Measurement Is Evolving As Viewing Habits Change: Execs From Nielsen, Forrester, Comcast, Wavemaker, Essence and GroupM

A healthy advertising ecosystem includes advancements in cross-screen measurement that help marketers to improve the efficiency of their media buying. Several industry executives discussed the status of measurement in a fragmented marketplace when they gathered on June 23 for the Global Forum on Responsible Media, This video is a summary of interviews with executive who spoke […]

 
 

With Tech In Tow, TV Upfronts Still Matter: Wavemaker’s Rinaldi

Traditional TV viewing may be waning – but TV’s new tricks mean the medium remains an important part of a leading agency’s media planning. That is the view of an experienced advertising exec who has skated on both sides of the ice. In this video interview by Beet.TV guest host Tim Spengler of Amobee, Vinny […]

 
 

PepsiCo Uses Propensity Model around Purchase Data for Upfront TV Buying

The future of TV looks a little different than it did five years ago. And, at this pace of change, it even looks different than it did five months ago. Today, subscription video has boomed, but the following wave of advertiser-supported VOD services is also emerging in its wake. Preparing for an internet TV world […]

 
 

Advance TV is Sweet for Hershey’s as Linear TV Spend will Drop Below 50% for the First Time Next Year

Advanced TV advertising techniques promise brands the ability to precision-target consumers by the household and to more smartly cap the number of times they do so. But how quickly are brands embracing the opportunity? In this Samsung Ads panel at Advertising Week, two major brands were asked how fast they are welcoming in addressable TV. […]