The Media Landscape is Evolving, So Should Advertisers' Expertise
Audiences have never had more ways to watch. They move between linear television, CTV, online video and everything in between without a second thought. To them, it’s all just entertainment.
For advertisers, however, this means fragmentation, and the historic practice of planning, buying and activating – step by step and silo by silo – no longer drives the full-funnel performance they’re after. These complexities demand a more unified view of campaign impact as well as a deeper understanding of converging media, which requires media planning teams to develop an entirely new set of skills.
Buyers are increasingly expected to plan holistically, connect audience signals across platforms and demonstrate how campaigns spanning the full video ecosystem perform. But knowing how these pieces fit together, and finding the time to learn, are entirely different challenges.
To combat this, education needs to be practical, accessible and grounded in actual choices media professionals make every day.
Enter Nexxen U.
Nexxen U equips buyers to master converged media through three core pillars: original research powered by our unique data, designed to support smarter planning and decision-making; digital courses that teach convergence from a 360° perspective, with expertise from publishers, broadcasters, advertisers and more; and a client council of leaders from across the industry who share industry insights and ultimately help inform our product and educational roadmaps.
Introducing “Data for the Converged Media World”
Nexxen U’s latest course, Data for the Converged Media World, turns that lens toward one of the most critical (and often most complicated) aspects of modern media planning: data.
Led by Kristin Eardley of Tastemade and featuring perspectives from experts across the buy- and sell-sides, including Omnicom Media, A+E and MediaScience, the course follows data through the campaign lifecycle, teaching buyers to:
- Evaluate the quality, freshness and durability of the data behind an audience
- Use identity resolution and match rates to connect audience signals across channels
- Use data to find the right audiences, select segments and forecast how they’ll scale
The goal is not to give them another checklist to memorize, but to demystify the complexities surrounding data and provide actionable guidance.
Nexxen U is designed to help its students work through questions like ‘How do audiences move between linear, CTV, and digital environments?’ and ‘How should success be evaluated across screens and formats?’ — not just in theory, but through real campaign scenarios and lessons from the folks at the forefront of this change. By collecting and sharing insights from agencies, OEMs, publishers and linear broadcasters (among others), Nexxen U is also able to deliver a more connected view of our media ecosystem. That breadth matters, because no singular member of our industry has all the answers or a full view of convergence.
The future of media won’t be defined by separate channels. It will be connected, fluid and shaped by how audiences choose to spend their time.
Enroll in Nexxen U’s latest course, Data for the Converged Media World, and enhance your expertise today.
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