Laura Fitzpatrick, Vice President, National Services at Comscore discusses the future of measurement, and the opportunities and challenges traditional measurement methods face as linear and digital/CTV video converge.
As consumers are increasingly turning to OTT, sophisticated marketers are adjusting their advertising planning in turn. In reaction to these changes, two-thirds of media planning agencies and brands have now fused together their traditional linear planning and digital/CTV video planning groups. This is putting new pressure on measurement operations to build the long-discussed nirvana of video advertising measurement: the use of traditional reach and frequency currencies to what has become standard digital analyses such as multi-touch attribution and incremental measurement. How are these well-charted methods of measurement being blended to meet the new opportunities and challenges of this inevitable convergence?
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