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Posted by David Cooperstein on March 23, 2012
At our Marketing Leadership Forum in April, Forrester Researcher Mike Glantz will be talking up TV in its future state with a panel made up of Comcast, ABC, and others. Here is a post written by Mike about his upcoming panel and a report he is working on. Enjoy!
Marketers have struggled with accurately measuring their reach across TV and digital media platforms. Today’s TV watchers multitask with digital devices, fluidly moving between platforms and expecting a seamless experience. In this complex world, marketers need standardized data sets to measure:
Earlier this week, Nielsen and Viacom unveiled new measurement tools that could allow marketers to more effectively plan cross-platform media campaigns. They join a host of new entrants in the TV space, including Bluefin Labs and TRA that are leveraging new streams of consumer data to prove the true power of TV marketing.
We are just beginning to scratch the surface of how marketers must rethink their approach to TV. I will be moderating a panel at next month’s Forrester's Marketing Leadership Forum where we will be discussing some of the ways new data streams are making TV a more targeted and efficient advertising medium including:
Are you using any nontraditional data sources in your TV campaign? Please let us know in The Forrester Community For CMO & Marketing Leadership Professionals. Otherwise, I’m looking forward to seeing everyone at the Forum next month in Los Angeles!