TV and video advertising is undergoing a fundamental transformation. Proxy metrics are giving way to real business outcomes, with iSpot and Paramount leading the charge.
Goodbye Guesswork, Hello Outcomes
For years, marketers have relied too heavily on reach, frequency, and GRPs—metrics that, while useful, don’t always connect the dots to what really matters: business results. Paramount’s Travis Scoles is helping to change that. “Half my marketing is working. I just don’t know which half,” he quotes, giving a nod to the age-old saying before explaining how his team is flipping the script.
With iSpot, Paramount now has timely, automated, and highly scalable outcome-based measurement across both linear and digital channels. “For the first time, we can demonstrate … the impact and outcomes that the media investment dollars are having to our advertisers’ businesses,” says Scoles.
What once took months and came with a hefty price tag is now real-time, cost-effective, and widely accessible. This shift isn’t just innovation for innovation’s sake—it’s about enabling smarter decisions, empowering brands both big and small to invest in media that delivers.
As audiences change how they consume content, advertisers must evolve how they measure impact. With this new standard of cross-screen precision, advertisers can see—clearly and quickly—how Paramount’s audience and ad inventory are driving outcomes. Hear more from Travis Scoles at Paramount in the interview below.
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