How Advanced Measurement Tools Will Affect Video Services Over the Next 3-5 Years

by Parks Associates | Dec. 4, 2019

Chris Tatarowicz, Head of OTT, LiveRamp gave his insights on video services prior to the Parks Associates’ Future of Video: OTT, Pay TV, and Digital Media.

Chris will participate at the pre-show workshop session Business Models: Breaking From Tradition on Monday, December 9 at 3:15 pm. Panelists who will join him at this session include:

  • Will Marks, SVP of Business Development and Digital, Ovation TV
  • Karl Meyer, Head of Sales, Media and Entertainment, Samsung Ads
  • Jeremy Strauss, Global Head of Business Development, Tastemade
  • Heather Strofs, VP of West Coast Sales, TubiTV

The technology most likely to affect video services over the next 3-5 years:

Advanced measurement tools. Sophisticated marketers demand the ability to measure the effectiveness of their advertising campaigns. This has historically been difficult in linear TV, due to the inability to collect and analyze precise viewership data. As more viewers consume content through OTT though, more advertising spend will move to OTT, and marketers will have greater access to user and household level impression data. By combining this data with conversion data (such as purchases, downloads, signups, etc), marketers will be able to measure the effectiveness of TV campaigns in a similar way to digital and mobile campaigns. This will lead to a flywheel where more and different types of marketers (such as DTC brands that focus on direct response campaigns) will be drawn to OTT ad platforms, which will then sell more ads, which will then create more measurement data, which will then attract more advertisers, etc. Overall, the ability to measure ROAS more effectively on OTT will accelerate ad spending on OTT, which will lead to more investment in OTT technology and content.

Tags: OTT, pay TV, smart TV

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