The advertising ecosystem has undergone a tremendous shift over the past decade. What was once a world where consumers spent their time watching traditional television and performance was measured primarily using TV ratings with broad demographic metrics has now evolved into a complex, multiscreen environment where consumers engage across traditional TV and streaming platforms.
TV advertising has always been a must-buy for brands as it drives growth in customer base and business. And for good reason: Research shows consumers are 42% more likely to say TV was how they first discovered a new brand compared to social media.
TV has always been a powerful tool for driving brand awareness, but measuring its performance across the funnel has typically been a challenge. Today’s advertisers need to be able to understand how all of their media investments are driving impact – including TV.
Advertising only works if you can measure its impact. For advertisers, that means going beyond impressions and clicks to understand how media spend drives real business outcomes.