Skip to main content

Screen Wars Thought Leader Interviews are also available on

SpotifyApple PodcastGoogle Podcast
State of the Screens

Time To ‘Do More Digital’ — But Rationally, Not Blindly

By April 10, 2018No Comments

Quote from Dave Morgan — CEO @ Simulmedia.
“Problems with viewability, fraud and bots have been just a few of the unintended consequences of doing more digital without really understanding what might happen if budgets for “programmatic” were increased tenfold without understanding where the inventory could come from — particularly CPMs that seemed too cheap to believe (and were).”

75% of viewing on Hulu is done through a connected television.

Recurring questions in this week’s edition:
1) How do we define “TV”? Is it about content or delivery?
2) How do we measure TV and digital together?

Nielsen Digital Ad Ratings (DAR) will be used to count every viewer of every ad on every device for Hulu campaigns moving forward.

Our thought. Look for Nielsen DAR to gain steam as more agencies and networks adopt it as a currency for linking television and digital advertising.

The major shift in advertising over the next five years will be the use of data to compare and optimize a brand’s investment between television and digital advertising.

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.