Nielsen today unveiled a new framework for commercial TV ratings. The company said it will shift away from its C3 currency and overhaul its approach to crediting in order to offer more granular insights into which viewers see what adverts.
FMCG advertisers have historically allocated a majority of ad investment to linear TV. But by complementing this traditional channel with online branded content, Reckitt has been able to reach new digital audiences with its purpose-led ‘Generation Rewear’ campaign.
Marketers and publishers need to stop thinking about connected television (CTV) advertising in the same vein as digital, and instead revamp the frameworks by which we target and measure CTV campaigns for an evolving world, writes Andrew Rosenman, global product marketing lead of CTV and video at Smart.