SAN JUAN, Puerto Rico – Advertisers have many ways to reach consumers through multiple media channels, but comparing each platform’s value is still challenging. Setting the value of an ad transaction, or what’s known as a currency, is a necessary step in improving media plans.
“We’re still not at a point where we know how sort of a broadcast impression versus a cable impression versus a CTV [connected television] impression is counted,” Kristin Wnuk, vice president of sales at Madhive, said in this interview with Beet.TV contributor Tameka Kee. “Once the industry can align on that, we need to then look at, well, how are we transacting?”
Improved measurement also can help to support the strengths of local television advertising, especially in driving outcomes such as store visits, website traffic and product orders.
“National brands are starting to recognize that local offers great outcomes and great results,” Wnuk said. “The reality is that where a person goes out to eat, where they go to shop for their clothes, where they go to purchase a car, what they are streaming in their home, is a very personal and localized experience.”
You’re watching coverage of Beet Retreat San Juan 2023, presented by LiveRamp, Madhive, Magnite, Paramount, T-Mobile Advertising Solutions and VideoAmp. For more videos from the Beet Retreat, please visit this page.