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Why Overtime is banking on third-party metrics to grow its roster of advertisers


Overtime, a digital sports brand was born on social media in 2016, and set its sights on growing online video to achieve scale. Execs at the media brand for Gen Z and millennials identified from its beginnings that social media was the platform to find younger audiences and they focused on social posts and platform distribution.
The brand now boasts an audience of 35 million unique monthly viewers.
As the Gen Z and millennial cohort of 18- to 34-year-old internet users continues to grow, the reach that social video can get has started exceeding linear TV, according to Tubular Lab’s research study with The Global Video Measurement Alliance. ....

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Tubular Labs Hires Market-Research Vet Scott Ernst as CEO


Tubular Labs Hires Market-Research Vet Scott Ernst as CEO
Todd Spangler, provided by
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Tubular Labs, a provider of video measurement on social media platforms, tapped Scott Ernst as its new CEO.
Ernst has two decades of experience at the intersection of technology and market research. Most recently, he was CEO of Macromill, a Tokyo-based global marketing research business, which he took through an IPO with an enterprise value of over $1 billion. Prior to joining Macromill in 2015, he had been a founding exec at digital marketing and measurement agency Compete (now Millward Brown Digital), where he drove the go-to-market strategy resulting in the 2008 acquisition by WPP’s Kantar. ....

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