Marketers are developing strategies to reach audiences who are spending more time with streaming platforms, specifically those that carry advertising. Measuring the effectiveness of their campaigns has become more challenging as they seek to ensure they\u2019re reaching target audiences.<\/p>\n

\u201cWe are in the process of working with our partners to evaluate and validate these [measurement methods],\u201d Bharad Ramesh, executive director of research and investment analytics at WPP\u2019s GroupM, said in this interview with Beet.TV. \u201cA lot of these are modeled out using third-party data or they\u2019re first-party data, and we need to check the validity of those data sets.\u201d<\/p>\n

He said there are discrepancies in data about viewership, including different automatic content recognition (ACR) technologies to measure reach on smart TVs. Measuring ad attribution can vary by industry, especially for consumer packaged goods (CPG) brands that many consumers buy at brick-and-mortar stores.<\/p>\n

\u201cClosing the loop is definitely a challenge, and that\u2019s something that keeps us busy to try to solve for with our partners,\u201d Ramesh said. \u201cIn today\u2019s environment, there is no one partner who can solve identity across everything.\u201d<\/p>\n

Walled garden media environments like social networks and streaming platforms that each have their own data sets can make cross-screen measurement more difficult. Ramesh said the industry is working toward solving for identity in the next year.<\/p>\n

\u201cThere are many different ways to do it, and we are diving into this year right now,\u201d he said. \u201cThe way we define premium content and the way we define where video ads appear \u2013 it\u2019s expanding, driven by the supply and demand issues we have.\u201d<\/p>\n

Advertisers are developing strategies for their \u201cmedia stack\u201d \u2013 or the mix of channels they use including traditional linear TV, streaming and digital video \u2013 to reach audiences. Many streaming platforms also have smaller ad loads than traditional linear TV, giving brands an opportunity to stand out.<\/p>\n

\u201cFor every two impressions you\u2019re losing of linear, you may have the opportunity to get one back with streaming, because 50% of streaming is not ad-supported,\u201d Ramesh said. \u201cThe ones that are ad-supported also limit the inventory that\u2019s available for advertising. It\u2019s not a like-for-like replacement right now.\u201d<\/p>\n

You are watching \u201cHow Marketers Can Go TV Streaming First,\u201d a Beet.TV leadership series presented by Roku. For more videos, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Marketers are developing strategies to reach audiences who are spending more time with streaming platforms, specifically those that carry advertising. Measuring the effectiveness of their campaigns has become more challenging as they seek to ensure they\u2019re reaching target audiences. \u201cWe are in the process of working with our partners to evaluate and validate these [measurement […]<\/p>\n","protected":false},"author":24,"featured_media":75528,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8878],"tags":[8877],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75298"}],"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=75298"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75298\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75528"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=75298"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=75298"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=75298"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}