Caroline Horner
Horner has a big year ahead of her, leading the integration of comScore’s digital assets with Rentrak’s TV performance metrics now that they have closed their merger. This year, she led the team that launched Rentrak’s first multiscreen product and excelled due to her extensive background on the agency, MVPD and digital sides of the business. Horner is frequently sought out by clients to explain her vision for cross-platform advertising. Looking ahead in terms of multiscreen monetization, Horner says, “It is critical for network, studios and distributors to understand how a deal in one platform impacts the others.”
What does the multiscreen experience look like in 3 years?
In three years time the experiences will be more seamless for the viewers. Viewers will be able to fluidly move, interact, and engage across different platforms. There will be more crossover between the digital and physical realms.
How do you keep yourself and your team engaged and informed on the changing multiscreen universe?
We encourage full-scale participation and collaboration with new media and other influential industries. Innovators attract.
We also keep an open mind and stress the power of observation.
To what degree will measurement factor into multiscreen monetization in 2016?
Multiscreen measurement will focus on supporting the content monetization. It is critical for network, studios and distributors to understand how a deal in one platform impacts the others. This year, there will be a focus on the quality of measurement—getting it right.
Next year, it will swing back to focus on the viewers and advertising impact. With so many options, understanding how people fluidly move from one platform to another becomes just as important as the aggregate viewing behavior.
What are your 3 go-to apps?
Delta, Uber, and Paper are my most frequently used apps. However, I spend the most time on TV and video apps.
If you had to spend a month in the virtual reality, what would your environment be?
One month is a long time, but it would probably be exploring the Egyptian pyramids.
