In Ad Age today, Jeanine Poggi takes a look at how better measurement is leading to a better understanding of the ROI of addressable TV advertising. As digital media heats up, and as better ad tech helps TV become more like digital, TV measurement is becoming increasingly important.
There’s been increasing pressure on marketers to prove the value of the TV dollars they are spending. Digital advertisers have been doing this for years and it’s one of the reasons marketers have shifted some money out of TV and into other platforms. “The ability to measure in great detail digital-marketing activities is putting pressure for better measurement on offline marketing and sales behaviors,” said Claudio Marcus, exec VP-marketing and research at Visible World.
Read the full article.