As TV audiences start watching TV on more devices than just, well, TV,\u00a0marketers face a challenge – how do they measure, target and price their advertising efforts?<\/p>\n

Companies tackling and talking about that problem are now commonplace. One such, Cadreon<\/a>, believes the answer lays in what global president Arun Kumar<\/a> calls “advanced TV” – a mix of household-level\u00a0addressable capability, programmatic audience buying and smart TV sets.<\/p>\n

“TV ratings are dropping because people are\u00a0not just watching it on the main screen in the house; they\u2019re watching on all these different platforms,” Kumar tells Beet.TV in this video interview. “The measurement systems have not kept up pace.<\/p>\n

“There is a lot of viewing that takes place for some of these programmes, but it just doesn\u2019t take place on the channels which we measure. But, as an advertiser, I want to be able to reach these people.\u00a0You can target them on other platforms. The possibilities are endless.<\/p>\n

“So the fascination with \u2018Are we going to get cheaper pricing by moving to a programmatic trading model?\u2019\u2026 that should not be a topic of discussion. The bigger component is, in a dynamic age where consumers are moving fluidly in their journeys between platforms, how are you going to keep track of that?”<\/p>\n

Cadreon’s\u00a0Audience Measurement Platform (AMP) and advanced TV platform, built with TubeMogul, help advertisers combine multiple data sources to target audience groups.<\/p>\n

This interview is part of a series<\/a> of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C + Teletrax<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

As TV audiences start watching TV on more devices than just, well, TV,\u00a0marketers face a challenge – how do they measure, target and price their advertising efforts? Companies tackling and talking about that problem are now commonplace. One such, Cadreon, believes the answer lays in what global president Arun Kumar calls “advanced TV” – a […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5246],"tags":[5265,2950,3269,5198,2782,5138],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/34904"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=34904"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/34904\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=34904"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=34904"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=34904"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}