The ability to accurately measure and understand cross-media advertising performance has become increasingly critical as consumers spread their attention across a fragmented media landscape.
That’s why some like how independent measurement partners offer brands the flexibility to transform their data into actionable insights without the perceived constraints or biases that might come from walled gardens or platform-specific analytics.
“This gives you the ability to truly understand cross-media performance,” said Amanda Glen Smith, chief client officer at Innovid, in this video interview with Beet.TV.
Turning data deluges into actionable intelligence
The sheer volume of data available across campaign platforms can be overwhelming. Smith said that a primary marketer struggle is “connecting the dots between all those systems and really using that data to turn it into actionable insights.” They seek answers on campaign efficacy.
“They want to understand answers to questions like, what is my true reach and frequency? How are my campaigns performing? Am I wasting impressions?” Smith said. So, transforming raw data into such insights is key.
“The most effective marketers use intelligence in the campaign lifecycle and they go above and beyond top-line metrics,” Smith asserted. “They are looking at KPIs like ROAS, sales lift, and incrementality.”
Innovation beyond the buzzword
The term “innovation” is often overused in industry discourse. For Smith, genuine advertising innovation must solve tangible problems, enable rapid adaptation, and facilitate scalability.
“When we’re talking about real problems, that’s looking at frequency holistically or understanding how … you automate hundreds of creatives to get them to hundreds of the right audience segments,” Smith explained.
Addressing scale involves leveraging the right technologies. “When we think about innovation for scale, that’s leveraging the right systems and tools, whether that be automation, or AI, or dynamic creative to really make sure that we can reach this ever fragmented and ever changing viewer.”
Ultimately, Smith believes impactful innovation should be seamless for the audience yet transformative for the advertiser. “Innovation is most valuable when it is natural to the viewer, but it’s transformative for the marketer,” she stated. This dual benefit is key to sustainable advertising success.
Navigating fragmentation with the three ‘i’s
For marketers contending with a splintered and rapidly shifting media environment, Smith offered practical steps centered on three “i”s:
- independence
- intelligence
- innovation
“Number one, I would audit your tech stack in your entire media ecosystem,” Smith advised. “Are there systems, or tools, or areas where you might have some blind spots and you want to take a checks and balances approach?”
This call for scrutiny aligns with an industry push for greater transparency and control.
Smith also emphasized an iterative approach to progress, rather than attempting to overhaul everything simultaneously. “You don’t have to revolutionize everything overnight. You can start small and then scale from there,” she suggested.
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