In this episode of How Agencies Thrive, StackAdapt’s Michael Shang chats with Rachel Gantz from Comscore about the mechanics of planning, buying and measuring linear TV vs. connected TV (CTV) advertising, the ton of overlap that exists from a consumer standpoint and how to solve for the problems of media fragmentation.
As a media buyer, it’s imperative to determine how to make the correct business decisions and determine the best strategy forward when it comes to CTV advertising and cross-platform measurement.
“For us for 2020, it’s all about building for the future and the future of advertising is cookie-less and connected TV plays a really big role in it,” says Rachel Gantz, GM, Activation at Comscore. “We spent this year so far, launching solutions to make sure that advertisers have cookie-free ways to reach audiences based on TV and OTT viewership.”
Listen in while Michael and Rachel discuss the impact of COVID on CTV consumption as restrictions on activity have resulted in a major shift from linear TV to CTV. But, as economic activity picks up again, will we see the CTV industry give up these gains? Or will COVID change user behaviour and patterns for good?
If you are looking to learn more about the pros and cons of both linear TV and CTV advertising, do not miss this episode!
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Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behaviour and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement.
Rachel Gantz, GM, Activation
Rachel Gantz serves as the General Manager for Activation Solutions at Comscore where she oversees Comscore’s programmatic business—fueling the programmatic advertising ecosystem with best-in-class quality data at scale. Rachel brings to this role over a decade of experience in market research, media measurement, and consumer insights.