When it comes to complex techniques like media mix modeling, the field is awash with false promises about the benefits that AI can offer.
CTV has become a powerful full-funnel channel, attracting advertisers of all sizes – and the momentum isn’t slowing.
CTV ad spend is projected to rise another 16% this year to $26.6 billion, according to the IAB. But with rapid growth comes complexity. Advertisers now face a maze of platforms, apps and channels, each with different buying models, audience access and inconsistent measurement. For SMBs without large teams or budgets, this fragmentation is especially challenging to navigate.
The real risk isn’t in running robust tests; it’s in wasting money or cutting high-performing channels based on misleading conclusions from bad measurement.
Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.
The old approach to media and measurement is no longer sustainable. AI is now embedded across every step of the media value chain, and AI is only as good as the data it’s fed.
Concrete findings on how effective QR codes are at driving ad interactions are now available, and some industry best practices are emerging.
CAPI integrations have moved from a nice-to-have to a necessity for anyone operating within walled garden environments. Now they’re laying the groundwork for an outcomes-driven ad ecosystem.
As marketing fails to speak the language of business outcomes due to an overemphasis on vanity metrics, it is increasingly losing its seat at the decision-making table.
Brands spend millions activating around Coachella. Then they spend the next three months trying to figure out if any of it actually worked. It’s a reflection of our industry’s broken approach to measuring media effectiveness.
Overreliance on performance channels in pursuit of short-term gains creates fragility in the growth model, especially when brand equity is underfunded and unable to drive demand.
