Ask most industry experts about the advantage of advertising on streaming platforms, and chances are they will tell you “better targeting.” It’s true that streaming TV offers much better targeting than traditional linear. The only problem is that most major TV advertisers don’t want better targeting; they want massive reach and frequency – and an effective […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jon Mansell, vice president of programmatic solutions and partnerships at WarnerMedia. Connected TV (CTV) is at an inflection point, split between two competing measurement methodologies. Depending on the buyer’s vantage point, CTV is either a […]
OpenSlate – which helps brands find engaged YouTube audiences – also wants to make it easier for buyers to understand the value of YouTube inventory in TV terminology. In that spirit, OpenSlate on Thursday launched its YouTube GRP Planning Tool. A number of agencies and brands are already using it, including DigitasLBi. The GRP Planning […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Benjamin Masse, vice president and general manager, a2x, at Triton Digital. The advertising industry has changed dramatically in recent years. The digital age and vast array of audience-tracking data has […]
Depending who you ask, momentum for an online GRP measurement standard is either the best answer the online video business has to unlocking billions of TV ad dollars or it’s a menacing hand from the past come to smother web video metrics in the cradle. The latest major player, and first publisher of size, to […]
For marketers, the ease of using a single buying metric – The Gross Rating Point (GRP) – across traditional and digital channels remains attractive, but whether it can be effectively extended to digital remains to be seen as this survey of industry executives indicated last year on AdExchanger. Last week, comScore stirred the GRP pot […]
