NBCUniversal and Paramount both want TV to be more accountable - the question is how

Next in Media

English - August 10, 2022 09:00 - 37 minutes - 34 MB
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Previous Episode: Why Molson Coors wants the big TV companies to get over themselves and collaborate more

Next Episode: "Perhaps we've not been vocal enough" - why the TV industry undercounts over the air viewers - and maybe overstates cord-cutting

Next in Marketing spoke with two of the TV ad industry's leading advocates for change, Kelly Abcarian EVP, Measurement & Impact at NBCUniversal Media and Travis Scoles SVP, Advanced Advertising at Paramount. Both Abcarian and Scoles talked about how urgently brands need to shift their thinking when it comes to how they measure TV campaigns, and why legacy planning and modeling tools will soon be obsolete. Each executive also had a different take on whether marketers will ultimately be able to purchase TV ads based on guaranteed brand outcomes.

Guests: Kelly Abcarian and Travis Scoles

Host: Mike Shields