ALL PHOTOS FROM SESSION:
https://tvot.smugmug.com/TVOT-NYC-2024/Video-Is-a-Full-Funnel-Solution

SUMMARY

Key points included the historical context of the advertising funnel, emphasizing its longevity since 1898! Panelists highlighted the importance of holistic measurement, the role of CTV in influencing marketing plans, and the shift towards addressable and programmatic advertising. They discussed the significance of first-party data and the challenges posed by signal loss. Future predictions included the continued relevance of the funnel, with an emphasis on personalization and AI. The session underscored the need for adaptive measurement strategies to meet evolving consumer behaviors and market demands.

SESSION DESCRIPTION

TV is often considered the greatest branding and awareness mechanism in marketing history. Despite the belief in TV’s power to impact the top of the funnel, middle and lower funnel actions have frequently been attributed elsewhere. In this session we will explore the innovations in measurement that are enabling marketers to verify what they’ve always known: video is a full-funnel solution. Join us as we discuss the technology, capabilities and partnerships that are making full-funnel measurement a reality. Panelists include:

• Ben Vandegrift, VP of Measurement Solutions and Innovations, VAB (Moderator)
• Celeste Castle, EVP/Head of Research and Measurement, Dentsu
• Katy Loria, CRO, FreeWheel
• Travis Clinger, Chief Connectivity and Ecosystem Officer, LiveRamp

TOPICS

Video advertising, measurement strategies, CTV capabilities, holistic approach, addressable media, programmatic growth, first party data, quality media, consumer journey, real-time measurement, signal loss, interoperable solutions, marketing evolution, future predictions