Navigate the fragmented world of cross-screen TV with Adweek as options for TV consumption expand, leading to a digital transformation in TV measurement. New technology gives consumers innovative and engaging ways to watch TV beyond the bunny ears in their living room. But this also brings uncertainty for marketers trying to measure multiscreen and multiplatform TV consumption. Adweek provides insights and advice to help marketers navigate the new frontier of TV, including how to find a spend balance between linear and streaming, how to reach fragmented audiences, and what this digital transformation means for the future of TV measurement and the advertising industry.

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Retail Media’s New Secret Weapon Is Incremental ROAS

Traditional metrics may not accurately reflect the impact of new brand initiatives.

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Retail Media Measurement Must Extend Beyond Search and Across Channels

Lookback periods should vary by platform and channel.

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Physical Retail Is the New TV

We are one step closer to the in-store equivalent of Nielsen TV ratings.

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How to Adjust—and Measure—Your Content Strategy for Google’s SGE

Google’s Search Generative Experience is still very much in its infancy, but brands need to take its evolutionary shifts seriously.

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Walmart-Vizio Deal Exposes Fragility in Measurement Market

The Walmart-Vizio deal has ACR impact at streaming measurement companies.

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Edward Norton on Ad-Supported Streaming’s Influence on Programming Decisions

Podcast: Norton and PepsiCo leader Kalen Thornton on TV measurement..

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Here’s What to Know About Nielsen Suing VideoAmp

Measurement giant Nielsen sues rival VideoAmp.

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Nielsen Expands OOH Panel in Push for Complete U.S. Household Coverage

Measurement company Nielsen is expanding its OOH coverage in quest for all U.S. households.

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So You’ve Built a Loyalty Program. How Do You Measure Success?

If a program isn’t driving business value, it’s time to adjust your strategy.

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No Long-Tail Publishers, CPMs or CPAs: What Digital Advertising Should Leave Behind in 2024

Metrics like CPA and CPM are less fit for a world without third-party cookies.

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How to Design an Optimal Ad Pod to Improve Impact

Exclusive: FreeWheel's Viewer Experience Lab and MediaScience on crafting a viewer-first experience.

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Exclusive: New Firm Deep Blue Shakes Up Women’s Sports and Entertainment Landscape

Founded by Giant Spoon's Laura Correnti, Deep Blue wants to be the agency of record for women's sports.

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How Domino’s and Expedia Use Attention to Improve Campaign Effectiveness

GumGum’s Mindset Platform increased ROAS for early adopters Expedia and Domino's.

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How Effective Are Recurring Holiday Ads?

The lifespan of a TV spot is relatively short, but a holiday spot can end running for decades.

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The Rush to Measure Attention Calls for a Collaborative and Coordinated Approach

An overview of the challenges in the evolving attention economy.