While the opportunities around premium video are \u201cextraordinary,\u201d educating the buy-side about cross-platform execution has long been a common industry theme. For Comscore, which has seen many changes over the past year, it\u2019s more of a re-education process, according to President Sarah Hofstetter.<\/p>\n

In this interview with Beet.TV roughly a month into her new role at the measurement company, Hofstetter talks about Comcore\u2019s doubling down on offerings<\/a> like its Comscore Campaign Ratings and what\u2019s needed to move cross-platform unification ahead.<\/p>\n

\u201cThe question that has been brewing has really been a big question on the buy side. There have been silos. There\u2019s TV buying, there\u2019s digital buying and then there\u2019s that premium that sits in that purgatory in between,\u201d says Hofstetter<\/a>, who until September of 2018 was Chairwoman of marketing agency 360i.<\/p>\n

\u201cConsequently, media partners have tried to aligned themselves to the buyers. So we\u2019ve had a little bit of a breakdown in the ecosystem and that has inhibited a lot of the movement towards looking at video more cross-platform.\u201d<\/p>\n

Measurement providers want to see things go cross-platform, \u201cbut the buy-side\u2019s not always organized for that,\u201d she adds.<\/p>\n

\u201cI think the more we can get better video, better targeting, better cross platform, better de-duplication, the more we\u2019ll be able to proliferate and help advance that.\u201d<\/p>\n

In speaking with marketers, media partners and agencies, Hofstetter has found that \u201ceverybody has their own perception of what Comscore is and what they do. And if I just say we\u2019re here to bring trust and transparency to media and marketing to use data to drive growth, that is true but it doesn\u2019t explain the how.<\/p>\n

\u201cSo I think there\u2019s a lot of opportunity for us, call it in the next six months, to better educate the marketplace on who we are, the benefits that we provide and then bring that to market and deliver on the promises.\u201d<\/p>\n

This video is part the Beet.TV preview series \u201cThe Road to CES 2019.\u201d The series is presented by dataxu<\/a>. For more videos, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

While the opportunities around premium video are \u201cextraordinary,\u201d educating the buy-side about cross-platform execution has long been a common industry theme. For Comscore, which has seen many changes over the past year, it\u2019s more of a re-education process, according to President Sarah Hofstetter. In this interview with Beet.TV roughly a month into her new role […]<\/p>\n","protected":false},"author":17,"featured_media":58205,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7740],"tags":[5356,5748,7631,7737,7765,7768],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58195"}],"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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=58195"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58195\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/58205"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=58195"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=58195"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=58195"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}