The full picture: How cross-media measurement proves the value of streaming TV

Audiences are spread across more platforms and screens than ever, and advertisers are left without a clear answer to a basic question: what did my campaign actually reach, and where should the next euro go? Cross-media measurement closes that gap by bringing TV, streaming, online video, social and the open web into one deduplicated view.

Alessandro Stoppa, Managing Director, Italy at AudienceProject, opens with a look at the measurement challenges facing advertisers today and how a unified view of campaign performance helps solve them. He is joined by Stefania Fussi, Director of Partnerships at AudienceProject, and Stefano Cirillo, Streaming TV Measurement Lead, Europe at Amazon, for a conversation on how Amazon uses cross-media measurement to demonstrate the incremental value of its inventory. The discussion draws on learnings from a recent meta-analysis of more than 50 campaigns across the UK, Germany and Italy, covering incremental reach, reach efficiency and what happens when TV GRPs are reallocated to streaming.