LOS ANGELES – Marketers have more ways to measure the effectiveness of their advertising campaigns with strategies that consider business outcomes. This transformation is affecting the way agencies work with clients and their media partners.

“I would love to be able to spend less of my day thinking about strategic ways to work with the sell side…and focus more on solving the business challenges through a more seamless experience of getting access to that inventory in a way that’s uniform, systematic and easily scaled for clients,” Nicole Whitesel, executive vice president of advanced TV, client success, at Publicis Media, said in this interview at Beet.TV’s Beet Retreat.

Speaking to Ashley J. Swartz, founder and chief executive of ad-tech firm Furious, Whitesel said advertisers work along a wide spectrum of media-buying strategies. Some are more traditional in their purchases of linear television, while others are pushing forward into newer digital platforms that help to expand their reach.

“They are leaning in, they are years ahead,” Whitesel said. “They’re figuring this out regardless of whether there’s a common currency” to help compare their media buys among different platforms.

Action-Oriented Outcomes

Some advertisers are focused on measuring the effectiveness of their campaigns on the lower part of the purchase funnel, which has other sets of metrics to gauge outcomes. Gathering data about consumer response helps to hone more effective strategies of attaining key performance indicators (KPIs).

“The closer we can to those actions, the better the media we’re buying is,” Whitesel said. “Sometimes there are multiple actions. Maybe we’re weighting things like brand metrics or consideration, along with still eyeballing how is that inventory delivering that business outcome they care about, whether it’s retail store traffic or sales data or website action.”

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