With the first wave of COVID almost behind us, we’re reflecting back on what we learned. We have a good understanding of how the pandemic has reshaped the ways that consumers interact with media and therefore advertising. With multiple seismic shifts happening in parallel, time spent on TV is on the rise as well as time spent on digital TV screens and devices. Advertisers now have more opportunities than ever to use the power of TV advertising to drive not just reach and frequency, but hard business outcomes they care about. Digital campaigns have always been about accountability and action; every dollar spent can be measured and often held to strict performance objectives. With TV however, performance has typically lived in the realm of upper funnel branding metrics - utilizing sight sound and motion to impact the heart and emotions of the consumer.
How do marketers navigate the opportunity in the merging of these mediums. Where will TV measurement land along the spectrum of branding to performance and how best to take advantage of the opportunity of driving and measuring results of Television?