Measurement, monetisation and marketers

Marketers and media companies need to think differently about measurement if they’re to exploit the full potential of today’s TV ecosystem, says Freewheel’s Julie Selman.

Changing viewing habits are expanding the TV ecosystem – with linear, pay and digital content viewed via the TV set, mobile and beyond. In the UK alone, 24% of households subscribe to multiple connected TV services and over half (52%) use at least one paid-for over-the-top (OTT) platform.

This in turn provides new opportunities for marketers and content providers, enabling them to extend reach across screens and maximise returns. Realising the potential of today’s TV market, however, requires comprehensive insight, and commercial strategies need to be guided by a clear view of the most valuable channels, and models.

As a result, marketers and media companies must adopt a new approach to measurement.

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