Beatgrid’s Single Source Panel: Precision in Measuring CTV, YouTube, and TV Amidst Walled Garden Challenges

With US buyers and planners shifting budgets from Linear TV to thriving CTV, the challenge of deduplicating CTV (including YouTube, Netflix, Hulu, Amazon Prime…) and TV metrics becomes apparent. With YouTube dominating CTV ad spending, traditional TV and AV measurement methods grapple with walled-garden complexities, hindering accurate cross-platform data comparisons within the same campaigns.

Beatgrid provides precise deduplicated reach and frequency measurement, along with brand lift, on a person level, using a deterministic approach to cross-media and ad effectiveness measurement. Allowing media buyers and planners to optimize media investments, understand cross-media metrics, CTV incrementality, and the impact of campaigns. With its unique single-source methodology it empowers marketers to confidently evaluate their campaign impact, aligning with consumer behavior.

Campaign data from over 500 studies revealed insights into the changing viewership patterns of consumers as they move seamlessly between Linear, Digital, CTV, and Online video chasing the best content. The findings proved the key role of YouTube in engaging Gen Zs, the continued significance of Linear TV with older audiences, and the rising importance of CTV (BVOD+AVOD), poised as the new-age Linear TV.

Impressively, campaigns that seamlessly blended TV and CTV, along with the strategic addition of YouTube, achieved an outstanding 65% incremental reach in the online video platform. This not only effectively captivated younger audiences but also led to a tangible increase in brand lift. This approach also provided a thorough understanding of incremental reach across various demographic segments.

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Terrie Brennan, Chief Commercial Officer at Beatgrid adds: “Beatgrid’s unique deduplicated Reach & Frequency and Brand Lift approach empowers advertisers and agencies to optimize ad accuracy and budget allocation across industries. Our data reveals YouTube’s exceptional incremental reach among younger audiences in 500+ global campaigns, complementing TV and CTV strengths.”

Daniel Tjondronegoro, CEO of Beatgrid said: “Beatgrid is changing the status quo in advertising measurement by making sustainability a core principle in our mission. Our Single-Source measurement connects advertisers and consumers in a transparent and green advertising ecosystem. Supported by insights from over 500 global campaigns, Beatgrid is not just measuring advertising; it’s inspiring a greener, more accountable future.”

Founded in 2014 and headquartered in the Netherlands, Beatgrid is a fast-growing advertising measurement company that offers deduplicated true single-source cross-media advertising measurement to global advertisers who want to understand where to save marketing costs and lift ad ROI. Beatgrid’s solutions use advanced passive mobile Automatic Content Recognition (ACR) technology for panel-based cross-platform measurement, combined with industry-leading geolocation tracking. With +400 campaigns across the US, UK, AU, IN, CA, and DE, Beatgrid has established itself as a validated solution trusted by renowned organizations of the likes of Google, Star India, Unilever, P&G, The Trade Desk, and Virgin.

Daniel Tjondronegoro has an international business background in the broadcasting and cross-media advertising industry. He is an expert in effectively converting industry problems into innovative product-to-market fit solutions. His experience expands from creating and evolving adtech products to developing long-standing commercial partnerships across the US, EMEA, and APAC.

Daniel started his career in the media and advertising industry in 2008, and in 2012 he got involved in the radio tech startup, MyRadio (the EU variant of Pandora radio). After a successful business venture at MyRadio, Daniel teamed up with Leon van Zantvoort, as a co-founder to build Beatgrid into what it is today.

Terrie Brennan, the newly appointed Chief Commercial Officer of Beatgrid, is a seasoned professional with a rich history in the adtech sector. Terrie has held pivotal roles at Nielsen Media for 44 years, contributing to the company’s growth in the U.S. and Europe. With a career marked by innovation and leadership, including the successful launch of Digital Ad Ratings in the U.S., Terrie is known for her optimistic and determined nature, coupled with a creative approach to work. At Beatgrid, she aims to infuse her extensive experience and innovative spirit to drive the company’s mission of revolutionizing cross-media measurement effectiveness. Born in New York City, Terrie is a business administration graduate from Bernard M. Baruch College.

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