The world of TV is changing fast. As consumers cut cords and flock to over-the-top (OTT) services powered by their Connected TVs (CTVs)—like Peacock, Hulu, and Sling—advertisers have to keep up. Indeed, the days of measuring reach and frequency on traditional (linear) TVs are fading into the past as advertisers focus on measuring real, outcome-based performance. In other words, everyone wants to know if their TV ads are driving consumer actions in the real world.
Now, as data and ad tech become more advanced, there are more opportunities than ever for advertisers to improve and monitor real outcome-based performance, reach the right audience, and much more.
Foursquare recently spoke with Walker Linares, Director of TV Partnerships at The Trade Desk, the leading independent demand-side platform, to talk about how the evolution of TV is driving a ripple-effect across advertising, including the relationship between CTV campaigns and foot traffic and what to expect in the future of TV advertising.
We asked:
- How has COVID-19 impacted the way people are consuming TV?
- Why is location data valuable in the context of TV advertising?
- What is the best way to measure the effectiveness of a CTV campaign?
To read Walker’s insights into these questions and more, download the full Q&A.