Consistency maximizes results. Quality audience data matters. Cross-platform is more critical than ever before.

Three sentiments that advertisers have heard time and time again over the last few years. But when Paramount's Travis Scoles and VideoAmp's Michael Parkes took the stage at TV's Advanced Advertising Summit at Cannes Lions, they shared them alongside the results to back them up. The case study they presented showed that the cross-platform campaign had 22% greater audience reach with the addition of digital, resulting in a 4:1 return on ad spend across Paramount networks.

Watch the full conversation above.

We don't want to have to inject new and bad signals into the buying, selling, planning and measurement processes that are going to dilute what we are ultimately trying to achieve, which is better outcomes for advertisers.


-Travis Scoles

Consistency is key, in many things, but particularly in audience targeting for media campaigns. Advertisers who plan using an advanced audience need to be able to actually target that exact audience, no matter the screen or platform on which the campaign is running. Proxies won't cut it.

During a test campaign with Dentsu's M1 Audience Data Platform, Paramount found that the M1 advanced audience resulted in a 17% CPM savings compared to the general population. "If we're optimizing against an audience, we're not spending a lot of money and budget and impressions on consumers that are never going to be in the market for the end product," Scoles explained.

What's different about this execution is instead of planning on an audience and buying on a different currency, we're actually planning and transacting on the same audience all the way through. That inherently leads to less waste and more efficient delivery.


- Michael Parkes

New currencies also open up doors for more consistency, and give advertisers more avenues for proving value of ad spend. "If you're going to move away from legacy currencies that everyone knows are going away, you have to have a new way to value," Parkes stated. "So [VideoAmp is] investing heavily in building the attribution and measurement capabilities to be able to create the types of insights that [allow advertisers] to understand the value to their business. Ultimately, the best value that they can measure is the business outcome."