VAB IMPACT: A Fresh Look at Attribution

February 13, 2020

The TV industry has changed more in the last two years than the past 50. Audiences now expect to watch premium video content where, when and how they want—across multiple screens, platforms and devices. This shift in TV consumption has led to fragmentation, which has introduced complexities in terms of measurement, defining new currencies (traditional ratings don’t work across platforms) and impending privacy concerns.

At the same time, the evolution of TV now offers the greatest scale and reach potential of all time. Earlier today, during the VAB IMPACT: Video Leadership Summit, our President, Jo Kinsella, moderated a panel on the current state of attribution in this dynamic landscape. Here are some of the key takeaways:

  • Roseann Montenes, the VP of Precision and Strategic Audiences Sales Partnerships at A+E Networks, made it clear: “If the marketers are winning, we’re winning.” She spoke about the importance of recognizing that all advertisers have their own set of KPIs; this means that media owners have to work more closely with advertisers to measure TV in the ways that they want. She also acknowledged that the industry’s currency is already evolving; now it’s just a matter of education, establishing new benchmarks and getting marketers on board.

  • Jason Brown, CRO of Xandr, addressed the need for the industry to move beyond GRPs to drive true change in how brands transact. He also addressed how it’s now realistic to have data signals “at a granular level,” tying it to a specific platform and then stitching the customer journey in a way that’s both scalable and repeatable.

  • Ken Norcross, the Director of Business Development at Inscape, explained how advertisers, marketers and agencies across the industry need to get behind a framework that guides how they should be thinking about and looking at measurement.

  • Albert Thompson, Managing Director of Digital at Walton Isaacson, stressed that media needs to teach brands something about their business—mainly what is working well and what is not. Advertisers then need to actively apply these findings in order to drive business goals and better strategize future campaigns. He added that all companies in this business need to “start with transparency,” making it clear exactly how they’re spending their money.

  • Meanwhile, Jo emphasized that TV needs to be optimized in the same way as a digital channel, reminding the crowd that real-time attribution is not a future state—it’s happening right now. She said, “TV is content and distribution, and we need to measure it and hold it accountable."
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