LAS VEGAS – The measurement of television audiences is evolving to encompass multiple platforms, expanding beyond traditional live linear broadcasts to on-demand streaming. Measurement data also include ways to evaluate the outcomes from different commercials sent to different households during the same programming, or what’s called addressable advertising.
“With addressable advanced television, clients can actually — through test and control groups — can actually measure performance. That’s new to television, right?” Jason Brum, group vice president of agency partnerships at DirecTV, said in this interview with Beet.TV’s Andy Plesser at CES 2023. “My personal opinion is that TV is not a real bottom-of-the-funnel platform. It’s more mid-funnel. But we’re seeing clients being able to measure in TV, through advanced TV, bottom-of-the-funnel metrics.”
With each passing year, marketers are developing richer sets of advanced advertising data to help them evaluate the effectiveness of their campaigns throughout the purchase funnel, which ranges from awareness at the top of the funnel down to final sale at the bottom.
“There’s baseline metrics that advertisers can compare year over year to give them confidence that it’s working,” Brum said. “I think we’ve actually turned the corner — it’s no longer explaining what addressability is. It’s talking about how to best approach the tactic and consulting with advertisers how to use it to get their ROI [return on investment] up.”
You’re watching “Establishing Measurement Standards in a Converged TV World,” a Beet.TV Leadership Series produced at CES 2023, presented by Innovid. For more videos from this series, please visit this page. For all of our coverage from CES 2023, please click here.