AMENIA, NY — Viewers are increasingly watching the same kind of TV content across different devices and services. And that means the industry needs a more holistic approach to advertising, says Travis Scoles, EVP of Advanced Advertising at Paramount.
In this video interview with Beet.TV contributor Rob Williams, Scoles says the industry is moving from simply focusing on device graphics and territorial identity graphics to really knowing audiences.
Scoles says that shift is allowing Paramount to start activating and measuring ads in the same way, regardless of whether they are running on traditional linear TV, streaming services like Pluto TV, or video on-demand.
Scoles is seeing activation techniques and capabilities like using exposure logs to run attribution from a measurement perspective and redirecting the same audience between digital and linear platforms.
Paramount’s free, ad-supported streaming service Pluto TV is a good example of how the lines between different types of TV are blurring for viewers.
Scoles is excited to …