Television has always been a premier marketing channel for brands to reach audiences and build awareness. But in today’s fragmented media landscape, the search for new customers has caused brands to turn to platforms like social media and its last-click attribution promise, forgoing the power of premium video for lower-funnel results.
But times are changing. Advances in data and technology are now helping to prove TV’s ability to drive results throughout the marketing funnel, empowering brands to measure each phase of results from awareness to consumer action.
In a new report, Comcast Advertising and AdExchanger explored how today’s brands and agencies evaluate TV’s effectiveness in driving performance and how it compares to other channels like social media and search in terms of ease of use and driving impact. The latest research highlights what is needed from premium video providers to move the needle so advertisers can fully harness multiscreen TV throughout the entire marketing funnel.
