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Advertisers have never been under more pressure to prove ROI. Bob Ivins, chief strategy officer at cross-platform TV measurement firm TVSquared, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the remaining deficits in linear TV ad measurement, why it s important to standardize metrics and definitions across traditional and digital TV and video, and why advertisers need to pay attention to the right metrics for their campaign objective. ....
16 December 2020 4 min read As viewing habits continue to evolve, Bob Ivins writes about why we need to measure advertising reach across time, platforms and devices. The TV industry is reinventing itself in real time. The pandemic, which kept people at home, also expanded the definition of TV and accelerated changes that were already in motion. Cross-platform TV, which includes traditional linear and all forms of streaming, is now part of the modern media lexicon and every brand’s media strategy. Advertising success in this rapidly changing TV environment requires precision, flexibility and speed. And while those labels have historically been attached to digital advertising, they are increasingly attached to TV. But legacy TV measurement tools are not able to keep up with the pace of change, so the industry is looking for new solutions. In 2021, TV will be measured the way people watch it – across time, platforms and screens. ....