As the world continues to shift toward streaming post-pandemic, legacy TV ad measurement is falling short and the industry is taking notice. Sean Muller, CEO and Founder of iSpot.tv, presented on how future-proof TV ad measurement takes an ad-first approach that layers on other datasets, with real-time capabilities that mirror digital measurement.
The discussion also addressed how the primary age and gender currency is no longer cutting it when it comes to measuring the effectiveness of TV ads. Leading advertisers stay ahead of the curve with modern measurement that connects media budgets to business outcomes and brand impact. Watch the replay of Sean’s fireside chat at Adweek’s event to learn more about what it will take to Modernize and Future-Proof TV Ad Measurement.
Three critical components of modern TV ad measurement:
- On-glass verification of ads across linear, streaming and addressable environments
- A large panel of passively collected data calibrated by a person-level panel
- Measuring effectiveness in terms of business outcomes and brand impact