The Advertising Forum was created to address popular adtech, media and advertising topics and foster innovation by bringing together industry thought leaders, innovators, and experts from AdTech, Agency, and Brand sectors. Recognizing the industry's thirst for knowledge, we empower the community through open discussions with industry experts. Each series will focus on a topic ranging from creative to yield with a goal of eliminating industry noise and getting straight to the topic. Together, we can create a brighter future for advertising. To learn more about The AdTech Forum contact us at www.theadvertisingforum.com
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The Advertising Forum was created to address popular adtech, media and advertising topics and foster innovation by bringing together industry thought leaders, innovators, and experts from AdTech, Agency, and Brand sectors. Recognizing the industry's thirst for knowledge, we empower the community through open discussions with industry experts. Each series will focus on a topic ranging from creative to yield with a goal of eliminating industry noise and getting straight to the topic. Together, we can create a brighter future for advertising. To learn more about The AdTech Forum contact us at www.theadvertisingforum.com
From Last-Click to Lasting Impact: Rethinking Performance Marketing in Streaming
The Advertising Forum by Marketecture
12 minutes
2 months ago
From Last-Click to Lasting Impact: Rethinking Performance Marketing in Streaming
In this episode of the Advertising Forum, Jason Fairchild, co-founder and CEO of tvScientific, discusses streaming advertising. He emphasizes the need for performance marketers to adapt their strategies to the new environment, focusing on ROI and the importance of data analytics.
The conversation explores how brands can blend performance and brand strategies, the significance of understanding audience behavior, and the challenges of attribution in a multi-device world. Fairchild advocates for a data-driven approach to marketing, moving beyond traditional metrics like last-click attribution.
Takeaways
Performance marketers are adapting to a new playbook in streaming.
ROI is crucial for extending budgets into new channels.
Understanding the impact of TV on conversions is essential.
Brands can blend performance and brand strategies effectively.
Key metrics for advertisers include ROAS and brand lift.
Reach and frequency still play a role in performance marketing.
Marketers should follow data rather than preconceived notions of their audience.
Incrementality testing is the gold standard for measuring TV impact.
Streaming provides a rich environment for testing and optimization.
Attribution in a multi-device world requires acknowledging consumer behavior.
Chapters
00:00 The Shift to Streaming Advertising
03:07 Understanding ROI in Streaming
05:48 Blending Performance and Brand Strategies
08:34 The Importance of Data in Marketing
11:39 The Future of Attribution in Advertising
The Advertising Forum by Marketecture
The Advertising Forum was created to address popular adtech, media and advertising topics and foster innovation by bringing together industry thought leaders, innovators, and experts from AdTech, Agency, and Brand sectors. Recognizing the industry's thirst for knowledge, we empower the community through open discussions with industry experts. Each series will focus on a topic ranging from creative to yield with a goal of eliminating industry noise and getting straight to the topic. Together, we can create a brighter future for advertising. To learn more about The AdTech Forum contact us at www.theadvertisingforum.com
