On June 17th, Variety’s Streaming Room webinar, “Surging Viewership Rewriting TV Measurement Strategies,” kicked off with research presented by LiveRamp’s Christine Grammier, Manager Director, Strategic Growth, featuring key insights focused on cross-screen consumption during shelter-in-place and how brands can better reach their targeted audiences. Todd Spangler, NY Digital Editor, Variety, then led a spirited panel of leaders in the advanced TV space including:
- Jay Prasad, Chief Strategy Officer, LiveRampTV
- Mark Egan, Managing Director, West Coast at MediaCom
- Denise Colella, SVP, Advanced Advertising Products and Strategy, NBCUniversal
- Kristina Shepard, Head of East Coast Sales and Agency Partnerships, Roku
- Laura Nelson, SVP, Advertising Solutions & Performance Advertising at Disney Advertising Sales
Todd set the tone at the beginning stating that the current climate accelerates trends that were already percolating. Mark Egan agreed and shared that with the current “normal” eliminating or reducing the importance of several media channels (OHH, cinema, etc.) there’s been an emphasis and viewership surge on video. But with the increased interest in video also comes a balancing act between messaging and tone during this time of volatility.
Denise Colella thoughtfully raised the question, “How do we work with measurement to understand the enormity of the cultural movement we are having?” She also touted that now is the time for the TV industry to come together and demand something better than what legacy measurement has traditionally provided.
This was echoed by other panelists who believe that all advertising roads should end with measurement to better prove performance. Another key topic discussed was the necessity to make TV buying easier, automated, and increasing self-sufficiency for brands and their agencies. This requires agility within the ecosystem, and Egan had this to say:
Jay Prasad added that the relationship between buyers and sellers is not based on a single currency, but a more bespoke model rooted in data partnerships that require interoperability across all media.