Lots of data and great creative for ad campaigns are meaningless unless you can be sure they’re actually driving revenue. Because at the end of the day, “It’s what the C-suite cares about,” says author and keynote speaker Andrew Davis.
Davis was among some three dozen advertising and media experts who gathered for the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview. In this one-on-one interview, he shares his thoughts on measurement versus reporting, the mindset change that marketers need to make with regard to ROI and the dominance of YouTube as a social video platform.
What excites Davis about 2017 is that he sees more people focusing on measuring the impact of the creative they create and “focusing on revenue, not just awareness or eyeballs. Now is the time to really make sure that it’s actually driving revenue and not just measuring lots of stuff.”
He believes there needs to be a major shift in marketers’ minds from “just measuring everything to reporting on one thing” and that there’s a big difference between measuring and reporting. “You still have to measure the stuff but you have to report on the real impact on revenue,” Davis says.
Asked to choose the most promising social video platform amid an explosion of video content, Davis says YouTube is moving “closer and closer to feeling more like a broadcast network as well as a social video platform. If I had to pick one and put my bets down, I’d say YouTube is at the top of that list.”
With a background that includes a stint in traditional “archaic” broadcast TV as a producer for an independent station in Boston 20 years ago, Davis calls advanced TV “a major step forward. Advanced TV, along with addressable TV advertising, is going to accelerate “a lot faster than we all expect.”