Merge data sets across TV and streaming to track converged TV metrics

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 20, 2021, 11:17 AM UTC

“Converged TV” measurement can help marketers gain insights into cross-platform viewing as per demographic and segmentation.

Despite converged TV and its monetisation models facilitating the delivery of "premium" content across linear and CTV streaming apps, measuring remains difficult. For example, addressable linear TV requires spot-level measurement, which necessitates second-by-second data, whereas the existing C3 metric averages all ad minutes in a program.

Using comparable metrics from converged TV, marketers can improve ad audience measurement by calculating and validating campaigns' unduplicated reach and frequency. Measuring and merging data sets like standardised real-time smart TV (ACR), scaled ad-tuning data and more can help gather a “census-like” overview.

Having panels helps fine-tune and bridge gaps in big-data like over-the-air (OTA) viewing. Consistent digital census data across TV formats and streaming, ad-IDs, and ID resolutions can enable brands to measure converged metrics.

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