Marketers: Stop measuring CTV and streaming audio performance the wrong way

Connected TV (CTV) and audio streaming ads have become the new must-buys for marketers and among the fastest growing channels of advertising. We see budgets allocated to these placements more frequently than ever but measuring them is challenging. So, how do you effectively measure the impact of these placements?

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Martin Measures Incrementality at All Funnel Stages for Athletic Footwear brand

Marketers have long sought to “close the loop” when it comes to their marketing, looking to understand the real-world impact of their media
investment. For our client, that means understanding how many new runners were made aware of their brand, as well as the
impact that programmatic media has on website visits and online sales.

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Attribution in Marketing Measurement

A key element to marketing is to accurately measure its effectiveness, so that we can, with precision, optimize and improve it. Attribution is a measurement process that consists of looking at individuals, identifying what marketing they were exposed to, and tracking that against some marketer-defined conversion event. There are many ways to attribute an impression to a conversion event, however, to do it properly involves two key concepts: click to learn about them.

CPM Strategies of Real Time Auctions & Dynamic Bidding

Real time auctions have opened a great opportunity for advertisers to reach their target audience.  The general ease of setup, scale, and targeting allow for marketers to advertise in ways they could not do before.  One tricky part of bidding, however, is how much does one bid?  Bid too low and the quality of the… Continue reading CPM Strategies of Real Time Auctions & Dynamic Bidding

Digital Marketers: Behold the Power of… Radio?

While a person can be easily distracted while looking at multiple things at once – say, for instance, while glancing at a television, their tablet and out their window, it’s really only possible to listen to one thing at a time, with audio therefore commanding consumer attentiveness more than visual-first mediums. 

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