Christine Grammier

Recent content by this author:

  • How to Face the Changed Landscape of Linear and Connected TV

    Forward   October 22, 2020  

    In years past, content meant a few highly rated prime programs and sports. Today, it’s thousands of titles available across multiple platforms, so each consumer can seek what they love. So far, it does not look like there will be a winner in the ad-supported streamlining platforms; instead, those that generate great content will get time from consumers. As the TV landscape continues to shift, marketers will need to change in kind; here’s what they can do to adapt.

  • Cross-Screen Measurement Isn’t the Future; It’s Already Here

    Forward   September 24, 2020  

    The disruption of TV and the decay of linear reach are here. Technology is giving consumers new ways to view TV content, but TV ad planning and measurement often live within legacy tools built for that time when TV was linear only. That’s changing.