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?
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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.
As Head of Commercial Marketing, Sam is responsible for performance marketing, commercial planning, improving trading capabilities and boosting operational effectiveness for DLG’s brands.
Since joining the company in 2013, Sam has successfully transformed the Group’s Trading Operating Model and overseen growth across the portfolio (Direct Line, Green Flag and Churchill) amidst tough industry headwinds. The unique knowledge and experience in strategic brand and commercial marketing that he brings has been honed over 20 years’ in roles at a number of well-known brands across contrasting sectors, including T-Mobile, IBM, Nuffield Health and eBay.
Sam has also established himself as a thought leader in the media industry and has been a long standing member of ISBA’s Executive Committee. In January 2021 he was awarded Mediatel’s inaugural Advertiser Media Leader of the Year.
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.