Nielsen TV: Measuring Campaign Return in the World of CTV
The modern living room now offers consumers seemingly endless media options, with nearly two-thirds of U.S. households having access to a connected TV device*. In this video, Dan Robbins, Head of Ad Research at Roku, discusses his biggest challenges related to how he measures the return of over-the-top (OTT) / connected TV (CTV) media campaigns, where he sees the most promise in OTT / CTV channels going forward, and his views on the Nielsen CMO Report 2018’s rating OTT TV/CTV by marketers.
For additional insight about how marketing professionals are navigating today’s business environment, download the Nielsen CMO Report 2018.
*Nielsen National Panel (NPOWER, reach analysis, January 2018) based on usage of smart TVs, game consoles and internet-connected devices.