FIRESIDE CHAT

Empowering the Marketer: Measurement as a Catalyst for Growth

Over the last few years, and certainly in the last few months, there has been terrific change and modernization in how cross-screen video campaigns are measured, as well as how they are transacted. With these advancements, it’s important to keep focus on why this work is being done. The ultimate purpose of smarter measurement is to equip marketers to make better-informed decisions, spend more efficiently and sell more product. In this conversation, we hear the marketer’s perspective on how advanced cross-screen TV measurement solutions are impacting the work they are doing and what they are looking for in both the near and long-term.

PANEL

The Role of ROI Measurement In Long-term Brand Building

ROI measurement has enabled greater optimization of marketing spend by showing its direct impact on sales, but this has led to concerns that long-term brand building is being sacrificed due to an overemphasis on bottom of the funnel activation. Attribution measurement, however, can also guide more effective top of the funnel spend as well – and often simultaneously. Attribution experts show you how.

PANEL

True Multiscreen Attribution Measurement. The Future is Now.

True multiscreen measurement has been “within reach” for many years as industry bodies and consortiums rally to standardize currencies, elevate metrics and align practices. But a strategic partnership between Spectrum Reach, Innovid, Blockgraph, and Comscore is delivering on the promise of multiscreen measurement right now. In this session, these industry experts discuss the power of partnerships to deliver future-now solutions to address the growing need for true cross-platform measurement.

AWARDS

Cynopsis Measure Up! Awards

Sean Cunningham presented the Measure Up! Hall of Fame inductees to honor the changemakers and leaders in measurement and data across the ad and content ecosystem.

HALL OF FAME INDUCTEE

PRESENTER