Measurement remains center stage
As measurement remains a defining topic of this year’s upfront negotiations, measurement companies had the opportunity to showcase their offerings yesterday.
Innovid announced it would offer its connected TV attribution metrics for Disney’s streamers, starting with Hulu. And Comscore and Samba TV shared new research aimed at proving the strength of digital platforms over traditional TV.
“No matter how you look at the data, the story is the same—on any given day in America, one in two adults are completely unreachable by traditional TV advertising,” said Dallas Lawrence, senior VP, head of communications and brand at Samba TV, during the company’s presentation.
Similarly, Comscore presented findings that linear TV is no longer enough to reach audiences on its own. Danan Ren, Comscore’s senior VP of client insights, shared research that the entire media ecosystem is the only way forward for advertisers, particularly with the Gen Z audience. Research from the measurement company showed that brand lift for advertising on TV alone versus on TV and digital combined provided a 10 point increase in brand lift metrics.
