Converged TV Measurement 101

In today’s converged TV ecosystem – encompassing linear, CTV, and digital video – there have never been more ways to reach and engage with audiences. This fragmentation has also turned the advertising industry on its head now that TV strategies are no longer focused on programs/ratings, but rather connecting with audiences across platforms and screens.

Enter: Converged TV measurement – the answer to unifying a market filled with different platforms, metrics, devices, and data sources.

So, how does it work? How can it “connect the dots” across platforms? What can realistically be measured? What is even available today!?

Don’t worry, we’ve got your back. Innovid created “The Fundamentals of Converged TV Advertising” report to answer all of your questions. You can consider it your one-stop shop for understanding cross-platform measurement and what is available to advertisers today. You will learn about:

• What can be measured – everything from reach-and-frequency based insights to online and offline outcomes
• How it all works – let’s get geeky and look under the hood to understand what makes converged TV measurement possible
• What it all means for you – explore how a holistic view + cross-platform insights can truly benefit your brand