When it comes to today’s TV buys, Magna Global is measuring performance in a number of different ways. Yet the strategy and intelligence firm’s key performance indicator (KPI) remains “efficient incremental reach over the base buy,” according to Todd Gordon, executive vice president and managing director at the IPG Mediabrands unit.
As Gordon told attendees of OMMA Programmatic Television on Wednesday, he’s obviously interested in higher yields, and greater concentrations of target audiences, but that takes time.
More broadly, Ben Tatta, president of media sales at Cablevision, said the “ability to measure ROI is a huge step forward.”
Within a year, a third of all TV buying will be done "in a programmatic way," Tatta predicted.