Measuring impact is a big priority for German independent agency Pilot, says managing director Kristian Meinken, and nothing delivers more impact than TV. But as linear TV’s reach drops, agencies must look for ‘like-for-like’ substitutions across different platforms and devices.
Doing so requires buyers to navigate a lot of fragmentation. Again, impact measurement is key says Meinken, in order to understand how each channel can contribute to a campaign’s KPIs. In this interview, Meinken explains how Pilot is approaching fragmentation and impact measurement in the video and TV space. Filmed at DMEXCO 2024 in Cologne.
