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AdExchanger
Measure Me This
Jun 18, 2024
Mike Fisher from GroupM US discusses challenges in measuring shoppable TV ads and the need for testing new ad units with upfront budgets. The podcast covers evolving ad formats like binge ads, pause ads, and choose your own ads, along with affiliate marketing's impact on the consumer journey. GroupM's Add Innovation Accelerator reimagines living room ad formats, balancing standardization and customization while exploring challenges in ad measurement and the rise of pause ads and interactive units.
51:22
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Quick takeaways
- Buyers should create their own benchmarks for new ad formats like shoppable TV ads.
- Group M's Ad Innovation Accelerator focuses on enhancing measurability for interactive ad units.
Deep dives
CTV Publishers Creating New Ad Formats
Connected TV publishers are exploring new ad formats beyond traditional 15 and 30-second spots. Media buyers are considering these new formats and incorporating them into their investment strategies. Standards are being developed by Group M to enhance these ad formats, creating more engaging ad experiences.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode