Lack of innovation isn\u2019t a problem when it comes to advanced television and cross-screen measurement, because there\u2019s lots of it out there, according to Radha Subramanyam. But the Chief Research & Analytics Officer at CBS wonders about the ultimate goal.<\/p>\n

\u201cI think there\u2019s a ton of innovation, inventions, a lot of granular data in the marketplace,\u201d Subramanyam says in this interview with Beet.TV at the CIMM<\/a> Cross-Platform Video Measurement and Data Summit. \u201cBut I think we need to take a step back. I think we need to hit the pause button for a second and ask what we\u2019re really trying to solve for.\u201d<\/p>\n

Subramanyam, who participated in a panel discussion titled Deduplicating Reach for Content & Ads: End Users Discuss Solutions from Comscore & Nielsen, hints at the role CBS might play in moving things along. \u201cI think you have to wait a little bit for that. I think we will publicize that soon, but you should know that a lot of deep thinking is going into this because these are critical questions and we believe time is critical for leadership,\u201d says Subramanyam.<\/p>\n

As both a media company and a marketer, CBS wants data to \u201csomehow speak to each other and to fit together. I can\u2019t have different data sources telling me different stories. I\u2019m a marketer and I produce premium content as a company and I need my advertising measurement as well as my consumer measurement to fit together and not be on two different paths.\u201d<\/p>\n

Addressing the \u201clarger theme in America\u201d of direct-to-consumer brands, Subramanyam notes that CBS is no stranger to that concept between CBS All Access<\/a> and Showtime.<\/p>\n

\u201cA direct relationship with the consumer so you can understand them better and really super serve them is important, and that\u2019s as true of the Super Bowl as the Grammys as it is of Star Trek,\u201d she says.<\/p>\n

Asked for her views on cross-screen measurement, she stresses what CBS knows about its viewers. \u201cIs there one person out there who adds it all up and gives it to me? Absolutely not. That being said, we have a very, very good handle.\u201d<\/p>\n

She believes the \u201cinsights function\u201d at major media companies has become more critical than ever. \u201cBecause we are among the few people who have a full view as to what\u2019s going on in the ecosystem and I would certainly say we understand our audiences very, very well.\u201d<\/p>\n

Subramanyam doesn\u2019t think one-to-one marketing is necessary because not every consumer needs to be reached on a one-to-one basis. \u201cNot everyone needs to be spoken to as an individual, and also creative can\u2019t be produced for a single person. But I think thinking of groups of people and using the best in class identity solutions and identity data to do that is a good thing.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Lack of innovation isn\u2019t a problem when it comes to advanced television and cross-screen measurement, because there\u2019s lots of it out there, according to Radha Subramanyam. But the Chief Research & Analytics Officer at CBS wonders about the ultimate goal. \u201cI think there\u2019s a ton of innovation, inventions, a lot of granular data in the […]<\/p>\n","protected":false},"author":17,"featured_media":58955,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7847],"tags":[4496,4871,7120,7840,7841],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58953"}],"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=58953"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58953\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/58955"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=58953"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=58953"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=58953"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}