Whether viewers watch traditional linear TV or have shifted to streaming services, they\u2019re 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.<\/p>\n

\u201cThe screen itself hasn\u2019t lost consumption. The TV screen has been consumed more than ever before. Where we see a shift is how we buy it,\u201d Vinny Rinaldi<\/a>, head of investment and activation at GroupM\u2019s Wavemaker, said in this interview with Beet.TV. \u201cFor us as an industry to get a lot better, we\u2019ve got to create the mechanisms that allow us to plan appropriately in both scenarios.\u201d<\/p>\n

Extending media reach while limiting wasteful spending is still the goal, and marketers have ways to measure CTV viewability with internet addresses and automatic content recognition (ACR) data on smart TVs. Still, there remains a need to link impressions with outcomes.<\/p>\n

\u201cWe also have to think about: what did that incremental reach do for my business? If I did reach new people, great. Did they grow the base from sales?\u201d Rinaldi said. \u201cThose two things have not come together yet, so we have to separate church and state for now.\u201d<\/p>\n

Amid these rapid changes in viewing habits, measurement companies and data providers are developing solutions to track consumer exposure to advertising. Rinaldi said there still will be challenges in bringing together viewing data from different sources.<\/p>\n

\u201cI don\u2019t think we\u2019re going to see \u2018perfect\u2019 in the next couple years. That\u2019s one of the flaws we have as a marketplace right now. We\u2019re waiting for that perfect scenario to be measured in every single screen that we touch,\u201d he said.<\/p>\n

Brands need to consider the needs of their campaigns, and what they hope to learn from their measurement methods, Rinaldi said.<\/p>\n

\u201cWhen we take that approach, we won\u2019t create perfection, but we\u2019ll at least create this learning agenda and test-and-learn scenario,\u201d he said.<\/p>\n

This video is part of the Global Forum on Responsible Media produced by Beet.TV, GroupM with the 4A\u2019s. This track on<\/span><\/i>\u00a0<\/span>cross-screen measurement is sponsored by Nielsen. For more videos on this topic,\u00a0<\/span><\/i>visit this page<\/span><\/i><\/a>.\u00a0<\/span><\/i><\/b>\u00a0<\/span><\/p>\n

The entire Forum can\u00a0be\u00a0<\/span><\/i>watched on-demand here<\/span><\/i><\/a>, and all videos from this project\u00a0<\/span><\/i>can be found here<\/span><\/i><\/a>.<\/span><\/i>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Whether viewers watch traditional linear TV or have shifted to streaming services, they\u2019re 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. \u201cThe screen itself hasn\u2019t lost consumption. The TV screen has […]<\/p>\n","protected":false},"author":24,"featured_media":75313,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8826,8845],"tags":[8202],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75233"}],"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\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=75233"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75233\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75313"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=75233"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=75233"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=75233"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}