Jul 8, 2020
In today’s show, Michael Shang, Director of Partnerships and Product Solutions, Stackadapt interviews Rachel Gantz, GM, Activation, Comscore Inc.
We start this show with Rachel sharing her background information. Rachel started as a strategic consultant. However, she soon realized that industry stakeholders were finding it difficult to access granular data. And soon she pivoted towards market research and advertising.
Next, listeners will learn about the different benefits of using Comscore solutions. Comscore provides advertisement planning and buying solutions that enable media buyers to make correct business decisions. Additionally, using Comscore solutions, media buyers can also measure ad performance and purchases down to an extremely granular level.
In this segment of the show, you will also learn about the latest Comscore solution which allows media buyers to track data and user behavior without the use of cookies.
Next, we talk about the impact of COVID on CTV consumption and advertising strategy as a whole. Sure. 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 behavior and patterns for good?
We discuss the pros and cons of both linear TV and CTV advertising in this segment of the show. While contextual advertising might result in better conversions on CTV, linear TV still accounts for 75% of total consumption. So, as a media buyer, what is your best strategy going forward?
Rachel also talks about the impact of COVID on CPG, auto, and retail. You will learn how these different industries are adopting varying advertising strategies after the pandemic.
Other topics discussed in today’s show include the use of first-party data and third-party data, measuring KPI’s and ROI, the importance of cross-platform measurement, and much, much more..
We hope you enjoy this show.
What You Will Learn In This Show
- Impact of COVID-19 on Linear TV and Connected TV advertising
- Importance of cross-platform measurement in advertising
- Different products for measuring ad performance to a really granular level
And much, much more...
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