The OTT Revolution


The accelerating pace of digital disruption is transforming the TV industry, giving consumers more choices and ways to view programming than ever before. What’s the impact on the industry? What new tools does OTT offer marketers?

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Targeting under the Microscope

  • Debate: Has Targeting Gone Too Far?
  • Gian Fulgoni – Former Chairman, CEO and Co-Founder, comScore, Inc. Radha Subramanyam, Ph.D – Chief Research & Analytics Officer, CBS Television
  • Dave Morgan – CEO, Simulmedia Yin Woon Rani – VP, Integrated Marketing, Campbell Soup Company
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Better Outcomes from Experimental Design & Continually Testing

  • Kathy Dykeman, Director, Marketing Science at Facebook “Marketing Effectiveness in the Digital Era”

Using Bluetooth to Measure Audience Reach of Outdoor Ads

  • Bill Page, Zachary Anesbury, Sophia Moshakis, Alicia Grasby (all at Ehrenberg-Bass Institute for Marketing Science, Univ. of South Australia)

Good news for out-of-home advertisers: A method using Bluetooth technology measures important details that up until recently were available only for television advertising. With it, market researchers can estimate the frequency of exposure and level of unduplicated reach for outdoor advertising, while media buyers and campaign managers can examine their targeted audiences more thoroughly.

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