On this episode of "Chatting at SXSW", Evan Shapiro sits down with Steve Bagdasarian, Chief Commercial Officer of Comscore. They discuss the shift from traditional broadcast measurement to cross-platform, the increasing role of programmatic advertising and psychographic-based targeting, as well as the evolving landscape of media measurement and advertising, focusing on multi-currency vs. multi-measurement models and how Comscore differentiates itself with its granular, locally-driven measurement approach.
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Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/
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Evan Shapiro - https://eshap.substack.com/
- (00:00) - Introduction and Guest Introduction
- (00:18) - Role and Responsibilities of a Chief Commercial Officer
- (00:57) - Measurement and Cross-Platform User-Centric View
- (01:12) - Panel Discussion on User-Centric Era
- (01:22) - CommScore's Differentiation in the Market
- (01:31) - Future of Measurement and Media Buying
- (03:26) - Granular Data and Programmatic Media
- (03:46) - Market Intelligence and Future Predictions
- (05:44) - Optimization and Personalization in Media
- (07:00) - Investment Strategies for Upfronts and New Fronts
- (07:45) - Conclusion and Final Thoughts
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