As linear TV viewing falls, advertisers are looking to streaming services for incremental reach and gaining a more effective mix from CTV environments. But Paul Kershaw, Global Client Partner at GroupM Nexus, argues there is “a lot more effectiveness that CMOs and agencies can get from their addressable TV budgets.”
In this interview, Kershaw breaks down the ways in which advertisers can extract more effectiveness from their TV investments. Filmed at TV Rise 2024 in San Sebastian.
