Kate Diehl, director of media buying at Pinnacle Advertising sat down with Beet.TV to talk about the growth of OTT services and the importance of taking an impression-based approach to targeting audiences.
The growth in over-the-top (OTT) video services has given advertisers another way to reach households that either canceled cable and satellite services of never signed up for them. Marketers and their media agencies also can get quick access to viewership data, helping them to make adjustments to their campaigns and complement their linear TV buys to reach target audiences.
This video is part of 'Advancing Toward a Common TV Measurement Currency', a Beet.TV leadership series presented by Comscore. For more videos from the series, please visit this page.