TV Everywhere: How Your Advertising is Working on Every Screen
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Summary
Rather than TV vs. Digital, it’s how advertising works across TV+Digital. Viewing behavior is shifting – back in 2014, 2/3 of TV viewership preferred set-top box, now it’s online. TV is more digital like with data-driven linear TV, addressable TV, and OTT/Connected TV. Advertiser challenges: Complex video ecosystem is hard to measure. They have more ways to place video commercials, but quality can be inconsistent. How can they measure the impact of their cross-screen campaigns in relation to sales?