AdExchanger
Unpacking ‘Performance TV’
Mar 5, 2024
The podcast explores the rise of performance TV advertising, the evolution of shoppable units and interactive marketing tactics, engagement and data collection strategies, challenges in connected TV attribution, and the future of TV and video advertising. It highlights the importance of user relevance, collaboration with streamers, and utilizing first-party data for custom measurement models.
53:10
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Quick takeaways
- Adapting TV advertising to digital methods requires redefining performance metrics based on evolving consumption habits.
- Performance TV faces challenges due to lean-back viewing experiences, requiring brands to present content accountably to desired metrics.
Deep dives
Performance Marketing on TV: Shifting Landscape and Challenges
TV viewing is undergoing a shift from broadcast to on-demand streaming, posing challenges for advertisers in redefining TV's role in media plans and adapting measurement strategies. Traditional reach and frequency models wane in the digital world, complicating attribution. The transition to more digital methods for TV faces hurdles due to the passive viewing experience. Marketers must redefine performance metrics based on evolving TV consumption habits and advertising platforms.
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