GSTV's Eric Sherman on Measuring Cross-Platform Video Advertising

GSTV and ComscoreGSTV which entertains viewers with shortform video content on screens at fuel and convenience retailers offers advertisers quota national video platform reaching more than one in three adults 18 on a monthly basisquot explained GSTV39s Executive Vice President of Insights ampamp Analytics Eric Z Sherman quotWe reach consumers in a unique moment in their consumer journey GSTV has the reach and scale of linear TV with the targeting and attribution capabilities long associated with digital mediaquotThe network39s partnership with Comscore is expanding with a new measurement initiative In the past they have collaborated on advertising effectiveness studies Comscore39s reputation as quota global leader in cross platform audience measurement was a crucial consideration in GSTVamp8217s decision to expand the partnershipquot Sherman said The company is known for its quotstandardbearing digital research tools and trusted television audience ratings servicequot he noted quotAnd trust is paramountquot He added that Comscore aims to provide holistic video measurement quotthat is as inclusive as possible accounting for all video touchpoints throughout the dayquotGary Warech Executive Vice President Comscore says that platforms like GSTV have quotlong been part of Comscore39s vision It is a natural extension of the impressionsbased currency that the media ecosystem relies on to drive better business outcomes We are going down the path to add digital outofhome as a channel in our product suitesquotGSTV Video Measurement MethodologyFor this next step in video measurement Comscore will provide network level reach frequency and impressions by demo and market for GSTV39s 26000 locations quotBasically the foundational planning metrics for agenciesquot Sherman noted In addition to the full footprint the data can also be broken down by market area and by the classic demographic breaksquotThe measurement will comprise a number of different data inputsquot he continued quotThe foundational element will be financialgrade censuslevel transaction data so we have a precise view of each and every impression that occurs We know when somebody is in front of the screen seeing the ad or a piece of content Comscore will layer additional data elements including mobile device panel and survey data to establish core demographic and behavioral projectionsquotAll of this data will be incorporated into planning tools for marketers and agencies Initially it will answer the basic questions of reach frequency and demos quotGoing forward Comscore will integrate GSTV network data into various other tools including Plan Metrix for examplequot Sherman shared quotSo you will able to combine GSTV audience information with data for digital properties like mobile apps and websites allowing planners to quantify things like incremental reachquot helping advertisers build effective crossmedia campaignsAccording to Comscore hundreds of agencies use this platform for advanced targeting based on digital and TV media consumption lifestyles interests attitudes demographics and behaviorsamp160amp160GSTV audiences will be available in Plan Metrix by Q3 2022quotAs Comscore continues to invest in the future of crossmedia video measurement we anticipate that GSTV will get even easier to plan alongside other video solutions like linear TV and CTVOTT platformsamp8221 Sherman continued quotWe look forward to a future in which video investments are not planned in siloes and our work with Comscore will help facilitate thatquotGSTV39s FutureGSTV has upgraded its video measurement at a time of changing consumer preferences which Sherman noted presents the company with a unique growth opportunity quotThere are two trends propelling our recent growthquot he explained quotOne the decline of linear television and the rise of streaming and two increasing concerns about consumer privacyquotAs linear TV ratings decline adsupported streaming isn39t growing fast enough to make up the difference in ad inventoryquot Sherman said of the first trend quotSupply is down prices are up and marketers are frustrated GSTV has been an increasingly effective video alternative for advertisers seeking to drive measurable business outcomes at scaleamp8221As for the second trend privacy concerns are mounting with 84 of Americans worried about what advertisers know about them quotDigital is losing its superpowersquot Sherman asserted quotContextual advertising is reemerging as in important part of the digital advertising toolkitquot GSTV knows not only what viewers are seeing on the screen but also what theyamp8217re doing what stores are nearby and more offering advertisers a more nuanced picture of consumer intent without having to collect any sensitive personal dataquotWe are seeing a convergence of all different types of mediaquot Sherman said quotDigital outofhome DOOH is part of that trend and as a result I think we39ll continue to see increasing investment in the sectorquotquotIt39s hard not to feel optimistic about the DOOH space and industry forecasts are predicting a strong rebound for DOOH as the world emerges from the pandemic over the next two yearsquot Warech shared quotComscore believes OOH media will continue to have a more prominent role in future marketing plans and we are excited about its inclusion as part of our overall product suitequotAs far as GSTV is concerned the implementation of this crossplatform measurement capability currently slated for late 2021 will place it in the sweet spot for advertisers quotBut just as important is enabling clients to quantify business outcomesquot Sherman said quotWe39ve spent the past few years really focused on helping our advertisers measure the actual business impact of their campaigns on our network We39ve seen that the platform is especially effective at driving incremental retail foot traffic lift brand awareness and CPG sales yielding aboveaverage ROAS for our clientsquot he 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GSTV's Eric Sherman on Measuring Cross-Platform Video Advertising

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