As television merges with digital channels, brands are looking for ways to reach audiences in more targeted and compelling ways across the spectrum of linear television, CTV and OTT.
Brand Innovators explored this growing shift in video and TV media consumption at the TV + Cross Screen Measurement livecast sponsored by LiveRamp. One of the first steps in this shifting environment is to identify what constitutes television versus OTT and CTV.
Carol Hinnant, Chief Revenue Officer at Comscore, defines TV as sitting back in your living room and putting your feet up, while watching premium video on a big screen.
TV Essentials® provides precise, massive-scale measurement of national TV programming and advertising.
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Comscore OTT Intelligence™ provides clients with critical insight into consumer over-the-top (OTT) streaming activity on TV-connected devices, including smart TVs, streaming...