Pinnacle’s Chief Media Officer Megan Boveri sat down with iSpot’s Susan Ram at the ANA Measurement & Analytics Conference recently to discuss the future of TV ad measurement in an evolving video landscape. Discussion centered around the ongoing convergence of linear and streaming along with the associated measurement challenges. Key takeaways include:
- Consumers already think of both linear and streaming as ‘TV’ – we as marketers need to do the same and stop artificially bifurcating them. Ad agencies need to get operations and legacy practices in order to accommodate this shift.
- The challenge in thinking about video holistically is that in many cases the measurement capabilities and KPIs aren’t equitable or comparable – that’s where Pinnacle’s partnership with iSpot comes into play, allowing us to identify a common tv ad measurement framework, KPI, and optimization plan across the full video landscape, with the ultimate goal of Comparable Transparency.
- For our DTC clients, we are able to leverage iSpot to attribute both our linear and streaming activity to website visits and website purchases, allowing us to evaluate all tactics on an even playing field and optimize accordingly.
Watch the full interview, and if you’re looking to measure TV ads for your campaigns, linear or digital, contact us to help!
