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
