As marketers seek to quantify the impact of their advertising dollars, the advertising industry is duly obliging, shifting media measurement towards outcome-based measurement.
It’s the sort of offering that TV, once upon a time, could not hope to have provided. But, these days, TV companies are among those driving the technology.
“(We want to) move outcome measurement from the exclusive domain of digital (media) and apply it to things like the premium content and the premium formats we have, both on linear and on CTV,” said Travis Scoles, EVP, advanced advertising, Paramount, in this video interview with Beet.TV.
From digital to premium
Historically, attribution and outcome measurement have been largely confined to digital platforms and social media, primarily due to the prevalence of cookies and other digital tracking mechanisms.
Linear television, in contrast, lagged behind in its ability to provide granular insights into campaign performance. But the rise of data and other technologies has allowed for more exacting reporting.
“What advertisers actually care about is not how well their media campaign performed,” Scoles said. “It’s ‘how many things did I sell? How many widgets did I sell because of the TV advertising I put on the screen?'”
Scoles said his team works with various companies that specialize in outcome measurement and provide transparent data and methodologies to clients. This allows advertisers to see how their campaigns are performing and to understand the rationale behind the results.
One ultimate goal
“We show our clients how (the ad) worked in a transparent way.”
By providing clients with access to data and calculations, Paramount aims to foster a collaborative partnership where both parties work together to optimize campaign performance.
“We let them see the math. We let them see the data,” Scoles explained. “And that builds a lot more confidence.”
“(Consumer) identity and outcome (measurement) and optimization and all these things are feathering towards one ultimate goal,” he said, “which is ultimately helping advertisers continue to grow their businesses.”
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