The Business Of Data With Jon Lafayette: Coming Out Party for Outcomes
Outcomes is the data point of the moment. Maybe it always should have been. The trick of course, is figuring out if commercial A caused consumer B to take action C. It is not a simple equation, and like the classic traveling salesman problem, technology may have come up with a solution. But as long as we're talking about unpredictable human behavior, there will be surprises and bumps in the road that no algorithm can perfectly predict. Still, we persist.
The Big ‘O’: Innovid Optimizes For Outcomes
Coors Puts More Oooomph in New Soccer Campaign
Everyone in the ad industry is focusing on outcomes. Tons of data is employed to design and target campaigns and marketers are less interested in reach and frequency than did it move the needle and generate sales.
Innovid says it is focusing its measurement capabilities to help campaigns strengthen lower-funnel outcomes, deepen attribution visibility and give brands a better understanding of what’s driving business results.
To do that, Innovid has expanded its measurement capabilities to include purchase impact data, offering a more precise view of how media drives outcomes. The company says that by measuring both online and offline conversions and engaging control groups to quantify incremental lift, marketers can move beyond correlation and on to causation. [READ MORE]
After Acquiring tvScientific, Pinterest Pins Its Hopes on CTV
One of the best ways to boost the value of advertising on social media is moving it from the phone or laptop to the living-room TV.
Just ask YouTube, which now dominates TV usage.
The big benefit of social media is its users reveal their preferences as they interact with the platform. Oftentimes, they also share a great deal of information about themselves, whether it is a relationship status update on Facebook or a job change on LinkedIn. [READ MORE]
IAS’s Total TV Looks to Recreate Benefits of Linear
For all the advantages connected TV has as a marketing medium–mostly better targeting, interactive creative and accountability–a lot of effort is being made to make it look more like linear TV.
Linear TV’s big advantage is familiarity among advertisers and buyers. But transparency is also a big issue. With linear TV, advertisers knew exactly what they were getting, most content was (and is) brand friendly and the risk of fraud was low. The same cannot always be said when you venture out into CTV, where some precincts have wild-west rules.
While billions of dollars have flowed into CTV, the rate of change has lagged the shift of eyeballs to streaming because brands do not believe they are getting a clear accounting that they are getting the premium, relevant content for which they are paying high prices on a cost-per-thousand viewers basis. [READ MORE]
MORE WORTH READING
What Do People Actually Want From AI? Shift Browser Asked Before Building
Microsoft Office Boost Reach on YouTube with Copilot AI-Centered Content
ChatGPT Wins Viewers With Story-Driven Ad
Dollar Shave Club Women's Launch Is a Creative Win – AI and All