TV Talks podcast: advertisers demand CTV ups its measurement game
As part of The Drum’s ramped-up TV coverage, media editor John McCarthy and TV reporter Hannah Bowler have launched a podcast series, TV Talks. This week we probe our TV advisory council on what is the biggest issue facing the CTV industry - measuring success or in other words, proving it actually works as an advertising medium.
Advertisers demand CTV ups its measurement game
Our panel included GroupM’s Simon Thomas, 4A’s Ashwini Karandikar, Direct Line Group’s Sam Taylor, The VAB’s Sean Cunningham and Innovid’s Tal Chalozin.
In the podcast we got into the difficulties of measurement in CTV, starting off with just how broad the term’s come to be, and how it’s growing to meet the many needs of advertisers who are not all on the same page about what success looks like.
With Nielsen on the ropes, the panel discusses the shifting sands of regulation and tech and comes to the conclusion that there has never been greater competition in TV measurement - and that's why we'll soon see the innovation the sector desperately needs.
Listen to last week's episode here where we questioned Kristina Shepard, head of agency partnerships and national brand team lead at Roku about its very first upfronts.