Television

How to Use Data to Plan, Target, and Measure Cross-Screen TV

May 26, 2021  |   LiveRamp

It’s Upfront season and time to give your traditional TV practices a makeover. Your coveted audiences have increased consumption on many screens, causing fragmentation across channels. Now, advertisers and media owners need to embrace data and technology to fill in the gaps across the TV ecosystem. Cross-screen measurement provides the holistic view of video investments needed for effective planning and optimization throughout the year. Cross-screen isn’t a trend, it’s a movement.

Yesterday’s strategies weren’t built for today’s media

Simply relying on ratings or siloed measurement strategies makes it nearly impossible for both advertisers and media owners to reach their TV advertising goals. There is no alternative other than to use data as the de facto bargaining chip; it’s the only trusted guide for decision-making and to ensure flexible terms that work for all sides. To maximize success during the Upfronts and beyond, identity, audiences, and measurement will be the three essential data-driven, cross-screen elements, regardless of which side of the table you are on.

This season, LiveRamp is helping both advertisers and media owners infuse the right data into the advanced TV strategic planning process, from targeting to measurement and optimization. If you’re looking for the top three Upfront strategies to maximize your ROI, download LiveRamp’s 2021/22 Upfront Playbook: How to Use Data to Plan, Target, and Measure Cross-Screen TV. Included with the download is a checklist for TV advertising success in 2021.

Interested in how LiveRamp can maximize the value of your TV spend with data activation and measurement? Send an email to info@liveramp.com.