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Video Content Marketing

dentsu Xs Meranus Beet.TV [Video]

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It’s a brand new world for the biggest ad channel in the world.

And ad agencies are adjusting how they approach the opportunity and the measurement challenge.

In this video interview with Beet.TV, Leah Meranus, Chief Media Officer, dentsu X, explains how she has rebooted her approach to TV.

Meranus outlines three ways in which dentsu X has recalibrated its approach to the medium:

  1. “We’re not even really thinking about it as TV investment. We’re really thinking more about video.”
  2. “We don’t start with TV and then add on CTV. We’re really looking holistically at all the video landscape.”
  3. “We’re being much more precise and addressable as much as we can.”

Her organization is leveraging people-based data systems to enable more precise targeting, allowing her to buy linear TV spots in the same way she buys digital.

These days, the connection of television to the internet allows for data-driven consumer …