In the second episode of GroupM Australia’s Tech Talks, which goes live today, MCN chief sales and marketing officer Mark Frain joins GroupM Australia chief digital officer John Miskelly to discuss the lack of comparable metrics between TV and digital video.
The Tech Talks video series launched last month and tackles a different tech issue in each episode. The videos are hosted on GroupM Australia’s YouTube channel and on the social media channels of GroupM agencies MEC, MediaCom, Mindshare and Maxus.
This month’s episode on broadcast TV versus online video measurement will answer clients’ questions around the issue, including the fundamental differences between TV audiences and online viewers; how clients can best compare the value and reach of broadcast TV and digital video; and what a fair and independent measurement for all video would look like.
John Miskelly said: “The aim of the GroupM Tech Talks series is to cover some of the hot topics our clients have asked us around digital and technology, and the accurate measurement of audiences across all video formats is one of the most pressing issues currently preoccupying clients. In this month’s Tech Talks episode, we shed some light on how we can better compare audiences across these different channels.”
GroupM Australia CEO Mark Lollback added: “It is essential for marketers to stay informed and knowledgeable about the constant technological developments that impact their task in effectively communicating with consumers. Tech Talks provides all marketers with the content and context they need to be across, in a snackable format that will help them do their jobs better.”