Billions Spent in Advertising and Leadership Skeptical of Impact
This week HispanicAd.com cited a Gartner study revealing that only 52% of senior marketing leaders can prove marketing’s value. That’s astonishing. But not surprising.
At Digiday’s agency conference last week, attribution was the #1 pain point agencies cited. The challenge is, too many KPIs for different media types and campaign types. There is misalignment of what to measure, when and how. And of course, all that fragmentation just leads to a confused and frustrated C-suite.
The most successful marketing leaders? Those who communicate marketing’s return through a long-term and holistic view, tying exposure to business impact.
CTV “Disturbing” Trend
CTV provider Simulmedia wrote for the Association of National Advertisers this week that CTV, with its rapid media purchase adoption, is experiencing a “disturbing trend” of being treated as a digital channel.
Dear readers, most CTV is not clickable. It is a medium on a large screen, with sight and sound. This is your TV moment, just not grandma’s TV moment.
Simulmedia suggests a “brandformance” approach to measuring CTV’s value proposition. You can read more here.
NBA Does Something Interesting
In the past, the NBA was very stingy with its footage. Broadcasters had the rights. So digital sports creators either made do with 5 minutes per game (50 hours a season), or leverage a format called “watchalong.”
But now the NBA is providing creators with 25,000 hours of historical game footage, including 2,500 hours this season.
It’s like engaging a coterie of free influencers to amplify your content – reaching new audiences. My favorite cookie store in the mall could have told the NBA that giving away samples of a quality product leads to sales growth.
And a good tip for brands who can’t afford a robust NBA buy on TV – check out relevant content on YouTube. There’s going to be more of it.
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