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The rise of streaming platforms, alongside the decline of linear TV and the diminishing relevance of its ad inventory, has represented a profound change in how brands engage with their audiences. As viewership becomes increasingly dispersed across media channels, marketers are confronted with a challenge that surpasses mere reach—it demands the precise measurement of the comprehensive impact of their campaigns.
Advertisers are grappling with the surge of CTV (AVOD, BVOD and SVOD) platforms and the challenges posed by traditional measurement methods. As advertisers strive to come to terms with this evolving backdrop, there's a growing chorus advocating for a shift towards more meaningful metrics—one that goes beyond mere reach to capture the true impact of advertising on consumer attention and engagement.
Gone are the days of linear advertising's straightforward metrics connected to impressions matched against age and gender. Today's marketers must orchestrate campaigns that resonate seamlessly across diverse platforms. Frequency, once overlooked, now emerges as a linchpin for achieving desired outcomes. Whether it's through traditional TV, digital platforms like YouTube, or social media behemoths such as Meta, the need to grasp the cumulative effect of campaigns on both brand metrics and revenue becomes increasingly pronounced.
However, accurately measuring this impact is a daunting task. Conventional methodologies falter in capturing the intricate web of the modern consumer journey, which spans multiple platforms and touchpoints. The concept of incrementality, particularly in the realm of brand marketing, remains elusive. While the efficacy of performance marketing can be gauged through controlled testing, the long-term effects of brand campaigns demand more sophisticated models and comprehensive studies.
Enter the realm of new measurement frameworks.
Empowered by the proliferation of big data and advancements in artificial intelligence, marketers are now poised to glean more accurate and holistic insights into campaign performance. Solutions like Beatgrid's single-source data panel offer a tantalising glimpse into the person’s journey, bridging the gap between channels and providing a more nuanced understanding of campaign effectiveness.
Yet, amidst the promise of data-driven insights, marketers must juggle a host of privacy concerns and evolving regulatory landscapes. Navigating this terrain necessitates a collective effort, with stakeholders across the industry embracing innovative solutions and secondary currencies to gain actionable insights.
Collaboration emerges as the key foundation in this quest for measurement excellence. Buyers, agencies, and publishers must come together, pooling their expertise and resources to decode the mysteries of measurement in the streaming age. It's a recognition that, in this era of unprecedented change, success lies not in clinging to outdated methodologies but in embracing change and harnessing the power of new technologies.
As brands navigate the complex terrain of the streaming-first marketplace, one thing becomes clear: adaptation is not just an option but a necessity. By embracing change, adopting new technologies, and fostering collaboration, marketers can unlock the full potential of measurement in the streaming age, propelling their brands to new heights of success.
Daniel Tjondronegoro joins a Campaign US panel to discuss how TV buying strategies are changing as the streaming market continues to dominate. Watch the webcast.