To Courtney Maron, the managing director of enterprise partnerships at Omnicom Media Group, the most exciting part of connected TV is that it combines the familiarity of linear with the targeting of digital. For now, however, that excitement is still about potential rather than the current reality.<\/p>\n

\u201cWe\u2019re not necessarily there yet when it comes to being able to get the measurements that you want,\u201d Maron tells Beet.TV. \u201cBut we do know that we are going to get there. And to be able to have that advanced targeting that you used to be able to only get in digital that you can get with people at home, it\u2019s amazing.\u201d<\/p>\n

Part of the process in reaching the full potential of connected TV is fragmentation, which Maron considers an opportunity. Right now, 90% of the OTT market is still across four partners, she says. Partners like Vevo and Pluto TV that represent new opportunities for client to get in front of more targeted audiences. Outside of linear, Maron says, marks the end of \u201cshotgun plans\u201d \u2013 holistic planning is still part of the strategy, but the approach is more tactical.<\/p>\n

\u201cNone of it is one size fits all,\u201d says Maron. \u201cFragmentation is no longer a dirty word, it\u2019s a way we are reaching customers.\u201d<\/p>\n

Guiding the shift to a split, more targeted customer reach is data. Maron says that data sourcing is not perfect \u2013 right now, with data coming from different sources, she likens it to a \u201cFrankenstein\u201d approach \u2013 but long-term, it will be game changing.<\/p>\n

\u201cWe have to make this leap of faith and get as much data as we can,\u201d she says.<\/p>\n

This video is part of Beet.TV\u2019s leadership series Vevo Everywhere: Evolving Content Distribution.\u00a0 For more videos from the series,\u00a0please visit this page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

To Courtney Maron, the managing director of enterprise partnerships at Omnicom Media Group, the most exciting part of connected TV is that it combines the familiarity of linear with the targeting of digital. For now, however, that excitement is still about potential rather than the current reality. \u201cWe\u2019re not necessarily there yet when it comes […]<\/p>\n","protected":false},"author":21,"featured_media":64862,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8249],"tags":[5938,8259],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/64807"}],"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\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=64807"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/64807\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/64862"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=64807"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=64807"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=64807"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}