We’re close to the onset of true cross-media measurement – with the understanding that all video impressions are not created equal. That seems obvious, but one key player in the ecosystem, YouTube, disagrees.
As our industry seeks better ways to understand the size of audiences across platforms, audience reach continues to dominate the conversation. But what gets lost in these debates is the need to measure ad effectiveness beyond eyeballs.
By Lyndon Campbell, corporate SVP of sports and brands at MarketCast This article is sponsored by MarketCast. This year, sponsors will spend more than $20 billion with sports leagues in North America and more than $60 billion globally. The appeal for brands sponsoring live sports is simple: It remains one of the few categories in […]
