Measuring TV Outcomes Makes for Fair Contest With Digital: ITVs Modha Beet.TV [Video]

LONDON – UK broadcaster ITV is embracing outcomes-based measurement, not just to prove the power of TV advertising but also to compete on a level playing field with digital platforms.

“Outcomes have won in the marketplace,” said Sameer Modha, Measurement Innovation Lead, Commercial at ITV, in this video interview with Beet.TV.

“More than half the money has been spent on outcomes. So outcomes have won.”

Traditionally, TV has been sold on its ability to deliver mass reach. But in today’s market, ITV feels it owes it to the medium to provide enhanced measurement of the kind digital buyers are already used to.

Indeed, Modha is a former Head of Applied Data Science at Google.

ITV is now able to measure a range of outcomes, from brand lift to site visits, footfall, sales, price elasticity, and margin. Unusually, rather than focusing on a single KPI, ITV looks at the full range …