Marketers are asking for a reliable source of media measurement to help them set the value of advertising transactions, especially as national linear television becomes more addressable to different groups of households.
In this video interview, Catherine Sullivan, PHD US CEO, tells BeetTV how measurement “singly defines the biggest tension point between agencies and their clients, sellers and the brands themselves and the agencies.”
Click below to watch.
Catherine Sullivan, U.S. CEO of PHD, says media measurement can improve as data signals multiply in this interview at the Beet Villa during @Cannes_Lions. Thank u @DIRECTV Advertising for sponsoring our series: https://t.co/VLkmYssozd @OmnicomMediaGrp @omnicom @phdworldwide $OMC pic.twitter.com/a8Hx27OBsS
— Andy Plesser (@Beet_TV) August 1, 2022