In this Measurement Mavens interview, Matt Sweeney, Chief Investment Officer at GroupM US, shares his thoughts on the future of content consumption and the vital role of cross-screen measurement.
Consumers today curate their viewing habits more than ever before. Live TV is now primarily reserved for sports and news, while most other content is consumed on-demand. Younger audiences who prefer the flexibility and choice that on-demand viewing offers have mainly driven this shift.
Hear directly from Matt Sweeney on the future of content consumption and cross-screen measurement in this exclusive interview.
Sweeney stresses the role of robust, cross-screen measurement to keep pace with these changing consumption habits. An audience-centric approach ensures viewers are captured across all platforms, whether they’re scrolling on TikTok, streaming their favorite shows, or watching news.
Unified, cross-screen measurement provides a holistic view of audience behavior – an essential input for making informed and efficient ad investments in today’s fragmented media landscape.
Beyond measurement, Sweeney underscores the importance of empathy and credibility in leadership. Practicing empathy, keeping your word, and treating people with respect are timeless principles that build successful relationships and drive effective leadership.