Game-changing TV metrics: how can the industry deliver?
Advertisers want a better understanding of how effective their investments are in television. Ideally, they want cross-industry measurement and common standards in every environment. But is this achievable? And, if so, how?
Ad tech BrandsData and insightsMedia
The different media measurements that currently exist are complex and don’t make an advertiser’s job easy. And with the exponential growth of connected TV and broadcaster video on-demand, the world of measurement has become even more fragmented. Brands want better metrics for TV – and in general.
The global ad industry is trying to tackle this issue, with key players collaborating to answer this problem, finally. As we move closer to finding solutions, what are advertisers hoping to solve? What does an ideal cross-industry measurement look like? Is this what will lead us to better TV metrics?
And what role does planning play in influencing the outcomes? Can smart planning improve the results?
That’s exactly what Campaign and The Trade Desk set out to explore in this interactive Q&A session. Submit your all-important questions when you sign up and we'll put them to a panel of marketing, measurement and broadcasting experts to answer.
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Jessica McGrogan is a Senior Director of Business Development at The Trade Desk, where she consults with Marketers across the UK on which digital strategies will drive the most value for their brands. She works collectively with client services and trading teams to cultivate accounts and build relationships with senior leadership teams client-side.
Before joining The Trade Desk, Jessica worked for Adobe, firstly as a Group Account Director before becoming Managing Director of Adobe Advertising Cloud in November 2017. In this role, Jessica was responsible for scaling the Ad Cloud business across Canada, working with strategic partners and consulting with brand marketers to guide their programmatic strategies. Prior to this, Jessica led the sales team at programmatic video software company TubeMogul.
Jessica is also an active mentor and has taken part in the Great Canadian Sales Competitions as a Sales Coach as well as being a member of Toronto’s “Filling The Gap”, an organisation which helps local women with their professional development and career journeys.
Sam is currently Marketing Director at Direct Line Group and Chair of AV Steering Group & Executive Committee member, ISBA.
Currently leading the marketing team at Direct Line Group, Sam is spearheading a transformation that challenges its brand, performance and CRM marketing strategy following recent disappointing trading performances. This includes building and implementing the group’s data driven marketing capability that will see DLG unlock customer data to enable new marketing opportunities throughout the marketing funnel.
Since joining the company in 2013, Sam has held senior marketing roles across the Direct Line, Green Flag and Churchill brands where, most recently, he led the Performance Marketing and trading teams where he transformed the Group’s approach to portfolio and commercial planning, operational effectiveness and CRM.
Sam is also recognised both internally and externally as a figurehead in the media industry, winning the MediaTel ‘Media Leader of the Year’ accolade in 2021.
His marketing experience spans 20 years in roles at a number of well-known brands and sectors including T-Mobile, IBM, Nuffield Health and eBay, is a non-exec Director of an online greeting card retailer and has been a long standing member of ISBA where he sits on the Executive Committee and is chair of their AV Steering Group and broadcast taskforce.
Sam lives in Biggin Hill in Kent with his wife and 2 children, Riley and Elsie.
Lucy has worked in Research, Audience Measurement and Data for 25 years. Lucy joined Media as a Sky graduate after Warwick University. She then worked at Channel 4 before returning to Sky where she has worked for the past 15 years. Her team support Sky Media, the advertising sales arm of Sky. She is responsible for innovation in measurement and effectiveness studies for brands that use Sky. Lucy and her team have developed best in class brand measurement tools and capabilities for Sky AdSmart and for VOD using Sky’s 500k homes panel data. Since Sky’s acquisition by Comcast in 2018, Lucy has worked with NBCU to deliver transformational global measurement tools such as CFlight for cross-platform campaign reach.
Joseph has over 15 years‘ experience in planning, measuring and optimising the effectiveness of media investments and media agency performance. He has worked with and for leading UK and global brands, consultancies and agencies across FMCG, Media, Financial Services, Telecomms and Utilities in the UK, continental Europe and North America.
Joseph is senior brand and marketing communications strategist for Telefónica UK (O2), and he is also a leading member of the ISBA Insight and Effectiveness and Media Leaders Steering Groups.
Joseph has extensive expertise in optimising media strategy to maximise long-term sales and profit outcomes, leadership of econometrics programmes to understand the short, medium and long-term impact of brands and marketing and a particular passion for AV.