Jones spoke about the efforts the company is making to present holistic measurements that cover both linear and non-linear
Gordon Jones from Comscore: Developing pilot program to unify advertising ratings for TV and OTT
Maribel Ramos-Weiner, New York|09 de octubre de 2018
During the panel Advertising Discussion: New Directions in Media, Placement and Research, Gordon Jones, National TV VP at Comscore, spoke about the efforts the company is making to present holistic measurements that cover both linear and non-linear.
“We have a pilot program to unify advertising ratings for TV and OTT,” he said and highlighted that achieving this is the holy grail (something everybody wants but that is difficult to get).
Gonzalo Del Fa, president of GroupM Multicultural; Karina Dobarro, Senior Multicultural VP at Horizon Media; Gustavo Guerra, Brand director at Heineken USA; Steve Mandala, president of Advertising Sales and Marketing at Univision and Kolster Pérez, Pay TV Advertising Sales director at Cisneros Media Distribution, also took part in this panel.
Guerra from Heineken mentioned that their strategy continues including TV, but that almost all their advertising initiatives are born in digital and then go to the different media, with a 360º degree treatment. He also expressed that programmatic will continue growing significantly.
Del Fa said that data helps find elements to develop the appropriate insights for campaigns.
Mandala from Univision commented, when consulted on the impact of the development of 5G, that it will promote even more the consumption of content via mobile, and that it will be necessary to optimize content for mobile.