MIAMI — Television and digital video face persistent categorization as great for brand affinity and awareness, not so great for generating clearly measurable outcomes. But that dynamic may be changing.
“TV and digital video are always bucketed in that upper funnel awareness driver. We’ve spent a lot of time finding ways to make that into a story that shows that it is truly a full funnel business driver,” Caroline Proto, senior director of Global Media at eyewear and eyecare brand EssilorLuxottica, told Beet.TV contributor David Kaplan at POSSIBLE. “The biggest one for us has been investing in third party measurement partners that are able to tie that exposure into these large format video platforms into actual business outcomes.”
This validation becomes essential for defending media investments during economic volatility when finance teams demand irrefutable proof of performance.
Building executive trust
Independent measurement creates stronger credibility with leadership and financial teams compared to platform-provided analytics, establishing level playing field evaluation across media partners.
“We don’t want partners to grade their own homework. When we’re able to use a third party measurement partner that is able to grade all partners on an even playing field and create this deduplicated picture of the role that it’s playing in our media mix, it really just creates a stronger level of trust,” Proto said.
This approach provides irrefutable evidence that satisfies finance team scrutiny and executive leadership demands for accountability.
Offline data reveals last-touch limitations
Integrating brick-and-mortar behavioral data with TV and CTV measurement exposes attribution model weaknesses that undervalue large-format video’s contribution to retail-driven businesses.
“In today’s digital landscape, attribution models or digital ad servers rely on last touch. When we’re thinking about last touch, those will never pop. They’ll never have a strong ROI,” Proto said.
Offline measurement partners enable feedback loops that prove video format effectiveness while informing targeting parameters for streaming TV, online video, and data-driven linear campaigns.
Terms finance teams can understand
Economic volatility intensifies media budget scrutiny, making real-world outcome measurement essential for defending marketing mix investments through metrics finance teams understand.
“Having real world measurement that is validated by a third party partner, we are just stopping the gaps of them being able to say, ‘Well, we don’t trust this or we don’t believe it,’“ Proto said.
Credit card transaction data connecting ad exposure to store visits and purchases creates easier defense conversations than standard media metrics that invite skepticism.
AI enables real-time optimization
Machine learning integration transforms static campaign approaches into dynamic optimization systems that identify and target consumers similar to those driven to stores by media exposure.
“We’ve now found solutions and partners that we are able to take that transaction and traffic data, feed it into the machine and then start finding audiences that look exactly like the consumers that we’ve seen were driven to store from our media,” Proto said.
This evolution from linear TV’s historical inflexibility toward reactive, intelligent, and personalized brand experiences enables rapid market response without manual intervention requirements.
“If you think about linear TV 10 years ago, it was almost like buying print. You committed to what you were going to buy, there’s nothing you can do,” Proto said. “To be able to have these optimization levers is making brands able to be more reactive, more intelligent, and also more personalized.”
You’re watching “Bridging the Gap: Connecting In-Home TV Viewership to Real-World Outcomes” a Beet.TV Leadership series at POSSIBLE 2026, presented by Cuebiq. For more videos from this summit, please visit this page.
