Shoppable TV ads may encourage sales, but they lack the measurement and performance benchmarks advertisers expect. Buyers must create their own benchmarks – and can only do so by actually testing these new ad units, including with their upfront budgets, says Mike Fisher, executive director of investment innovation at GroupM US.
Alternative TV currencies are ready for prime time from a technology standpoint. But media buyers aren’t quite there yet when it comes to adoption, says Josh Chasin, VideoAmp’s former chief measurability officer.
Jeromy Sonne began bootstrapping his ad optimization and analytics startup Daypart.AI in 2023, having missed the heady days of low interest rates. Still, there’s gold in them thar hills for a programmatic startup that isn’t exactly a DSP, isn’t built on cookie-based data and is native to cloud-based advertising.
Advertisers expect direct proof of performance from their streaming ad buys. But even though most people don’t shop via their TV screens (yet), new ad formats can still help brands boost consideration, says MediaLink Managing Director Mark Wagman.
The Media Rating Council has the same goals of promoting fair media measurement as it did when it formed in the ’60s. But it has had to polish its methodology to keep pace with change in the TV measurement space, says Ron Pinelli, the organization’s SVP of digital research and standards.
Google Analytics dominates the analytics market – but analytics isn’t a zero-sum game, says Ben Young, CEO of insights and measurement startup Nudge. Also: The important of measuring attention and finding “value at the margins.”
Despite good intentions, the ad industry still has a misconception that Black-owned media can’t scale, says Justin Barton, SVP of digital strategy and partnerships at Black Enterprise.
One-fifth of the US population is Hispanic. But Spanish speakers are sorely underrepresented in measurement ratings, so advertisers miss out on audience buying opportunities, says TelevisaUnivision’s Dan Aversano. To bridge that gap, media companies must be more comfortable with privacy-safe data sharing.
The TV industry is on the path toward better measurement – but buyers are still lacking basic standards. The industry needs to get its act together if it plans to transact on new video currencies at the upfronts this year, says Kelly Metz, managing director of advanced TV activation at Omnicom Media Group.
In this episode, we’ll take a walk down memory lane with Zach Edwards, Human’s senior manager for threat insights to see what progress the online ad industry has made when it comes to basic privacy and security measures.
