TV measurement company VideoAmp has hired Jonathan Steuer, former chief research officer of Omnicom Media Group, to help bring audience-based buying to television.
TV has historically been traded on broad age and gender demographics. Steuer’s task is to build out a “transactional” currency that can be used for audience-based trading, and to get networks and agencies comfortable using a new, more granular approach to targeting.
“The idea is really to get us on a road to a data set that’s not just useful for planning and campaign measurement, but that is good enough that both buyers and sellers will use it in negotiations about how money gets allocated, spent and reckoned,” said Steuer, evp of TV strategy and currency at VideoAmp.
Now may be the right time for the buy-side to embrace a new approach, since the coronavirus pandemic has disrupted
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