Advertisers have grown more focused on business outcomes from their marketing campaigns, pushing media companies to offer performance-based guarantees. As data-drive attribution becomes more scalable and standardized, these deliverables are becoming more attainable.
Jon Stimmel, chief growth officer at CTV ad-tech company Sabio, will discuss these issues more in-depth as a featured speaker at the Beet Retreat, one of the industry’s most talked about gatherings of high-level media executives and decision-makers. The event will take place at the Condado Vanderbilt Hotel, San Juan, Puerto Rico, March 16-18.
“There’s inherent risks, but what I appreciate about it is that people are putting their business on the line in order to guarantee against that performance,” he said in this Beet.TV interview with consultant Jon Watts. “The more we can do that and showcase and align it to performance…we can actually make the huge leaps into what the whole point of media is, which is driving marketing objectives.”
Attribution Offers Transparency
Amid the significant shift in people’s media consumption habits, brands and their agencies want more transparency into their media spending among a fragmented market. Attributing performance to specific media channels and campaigns is a key goal.
“As you talk about cross-screen performance and try to minimize frequency and eliminate the duplication that exists across different channels and sub-channels, it ultimately means greater performance and less cost for an advertiser,” Stimmel said. Attribution “showcases what is the actual goal versus the amount of money I’m spending, as opposed to operating in different silos and thinking that you have a proxy for performance.”
You are watching coverage from Beet Retreat San Juan 2022, presented by AppScience, Infillion, MadHive, SpringServe, Univision & VideoAmp. For more videos, please visit this page.
