Why is L’Oreal interested in connected TV marketing? Because it’s worth it.
But that doesn’t mean the beauty brand thinks the internet-enabled TV ad opportunity is unblemished yet.
In this video interview with Beet.TV, L’Oreal’s SVP and head of media, Shenan Reed, a media agency veteran, opens up on how the company is navigating the opportunities and challenges opening up in a crazy 2020.
“It’s a very important place, not just for us, but for many marketers to pay attention to,” she says. “It presents all sorts of interesting opportunities in targeting and better audience understanding.
“But it’s also very nascent and it has a lot of room for growth and improvement in my opinion.
“Our challenge in this space is measurement and scale. Those are the two biggest challenges I see in the world of CTV at the moment.”
Reed acknowledges internet TV viewing is booming. But she says: “We just don’t have the cross-device measurement that we’d like …