It has long been understood that brand is advertising’s most powerful driver of growth. Yet, in a marketplace worth more than one trillion dollars, less than 10% of digital campaigns track brand outcomes.
For advertisers, the holiday season poses an optimal opportunity to reach a new and broader audience, boost sales and foster brand loyalty with customers. And this season, CTV should be a core area of focus.
As premium game prices skyrocket and paid subscriptions and cloud-based gaming services take off, marketers sense a chance to defray rising costs with ad revenue – perhaps dispelling some doubts about the value of more ads in games.
Chris Symmes, director of dressings for Unilever North America, on marketing Hellmann’s and its West Coast counterpart, Best Foods.
TV measurement providers in the streaming era have quite a lot of boxes to check. But according to Samba TV, all is naught without incremental reach. Marketers are missing out because the current CPM model “doesn’t deduplicate across screens,” said Samba TV’s CEO, Ashwin Navin.
To better monetize branded content, the Financial Times is investing more in brand lift measurement. FT is partnering with analytics provider Brand Metrics to implement the firm’s ad exposure algorithms into FT’s multiplatform approach to branded content, said global insight director Enzo Diliberto.
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Tom Jenen, Chief Revenue Officer of Brand Metrics. Peter Drucker was right when he wrote, ‘What gets measured gets managed.’ Known as the father of modern management, Drucker was revered for his books and articles […]
