What Happens When You Stop Measuring in Silos?

Over three days, we saw how brands are turning moments into movements—and how data is playing a critical role in understanding not just what’s working, but why.

At Comscore, we’re not here to make the content—media and platforms like Paramount have that covered—, but we are here to measure it. And at MAD//Fest 2025, we showed just how powerful that measurement can be—especially when you stop separating digital and social, and start seeing the full picture.

The Industry Speaks: People First, Platforms Second

On stage, speakers like comedian Richard Ayoade and IKEA’s Belén Frau reminded us that audiences aren’t chasing formats—they’re chasing feelings. Whether it’s laughter, nostalgia, or shared values, the most successful campaigns were those that built authentic connections across touchpoints.

Social, in particular, emerged as more than just a media channel—it’s now a full-fledged commerce engine. It’s where trends start, where communities shop, and where content earns its second life.

The consensus? Format matters less than feelings. The smartest brands combine platforms to find their audience wherever they are, however they watch. That’s why Total Digital measurement is more essential than ever—giving marketers one source of truth across screens, platforms, and generations.

On Stage with Paramount: When Content Becomes Culture

We brought this theme to life in our fireside chat with Paramount’s Amil Shah , who oversees international digital and streaming ad sales. Paramount—with its plethora portfolio from Mobland and Beckham & Friends to Star Trek: Strange New Worlds—is sparking cultural firestorms that light up across every screen.

From reimagining Pimp My Ride as a social-first series to the cultural takeover of Mobland, Shah shared how the entertainment giant is not just making content, but creating moments—and backing it up with deep audience intelligence. From social buzz to stream starts, Paramount is using audience signals to shape commissioning, platform strategy, and advertising outcomes.

As Shah noted, “Audiences are blending live TV with streaming, dipping in and out of platforms, and increasingly expecting content to meet them wherever they are.”

Paramount is showing what it means to adapt to an audience-first future—and measure that impact across the full media ecosystem.

And that’s where Comscore stepped in—to make those audience moments measurable.

Redefining Premium with Proof

As Shah stated, "Everyone says they’re premium—but we define it by how much audiences choose to spend time with our content."

That intent—and the ability to measure it—is what gives platforms like YouTube a seat at the premium table. With Comscore’s Video Metrix, we provide connected, de-duplicated, and comparable data across screens on YouTube at a global and country level, helping advertisers get the proof they need to invest with confidence.

Final Thought: From Fragmentation to Connection

The collision of streaming and social isn’t a challenge—it’s an opportunity. One that Comscore is uniquely positioned to help brands, platforms, and publishers seize.

If MAD//Fest 2025 taught us anything, it’s this: audiences won’t settle for boring. And with the right insight, neither should you.

Want to talk Total Digital? Let’s connect. Contact us