Is measurement different in digital TV vs. online?
There’s tremendous overlap in the terminology, but the definitions are evolving and becoming more broadly interpreted. It’s a struggle because online is a little bit of a traditional medium, like TV. What’s developing is the idea of digital TV and mobile channels as interactive. You need a strategy across these platforms; it’s about how you use them all in order to lift the impact and effectiveness of your campaigns. Q: What are the challenges for digital TV advertisers? A: Advertisers are struggling between getting what they need at the table in terms of input and guidance vs. getting as much as they can from the people already at the table. The challenge is understanding that there are limitations in what advertisers can get from most traditional partners by the way of true guidance.
