Focus on Feet, Not Eyeballs: Why New TV Metrics Are Turning The Industry Upside Down

Originally Published on Martech Advisor August 21, 2017

Lindsey DiGiorgio, VP of Marketing for NinthDecimal explains, the way we consume content has evolved quickly, forcing marketers to rethink the way they engage with their target market. Whether it’s trying to reach the millennials who want to escape a world of ad pollution or speak to the cord-cutting viewers who ditch cable or satellite subscriptions – advertisers are having to work harder than ever to find their audience.

The way people watch TV is changing right before our eyes. Think back to the last time you watched an entire television series, week after week, at its regularly scheduled time; or when you waited for the evening news to hear about the day’s big stories. TV has become more about the type of content (e.g. long- versus short-form video) than the flat screen mounted in your living room. The proliferation of new TV formats and on-the-go viewing are creating an exciting new world of engagement opportunities for advertisers, as well as more sophisticated measurement solutions to calculate ROI.

Understanding how the effectiveness of new digital TV advertising is driving specific consumer action requires brands to rethink the metrics they use . Take, for example, the traditional metric for measuring how effectively a TV ad is delivering a brand’s message, gross ratings point (GRP). While the GRP certainly has a place in TV measurement, it does not address all the demands of this new media ecosystem. For one thing, it’s only modeled to measure ad exposure, not consumers’ behavior in response to an ad. GRP also does not take advantage of new, more sophisticated measurement techniques to understand how effective an ad was at driving people to a website or – even more important for brands with a retail presence – a store. […]

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