"Despite years of innovation and investment, the push continues for more accurate and effective measurement in advertising, whether brands are assessing viewership across linear and digital channels, attribution across walled gardens or the connection between exposure and outcomes. Some would even say solutions have gotten more complicated as fragmentation hits just about every part of the media-advertising ecosystem. The reality is that marketers still haven't completely figured out measurement, according to Keurig Dr. Pepper CMO Drew Panayiotou."
""Everyone wants [attribution] to be deterministic measurement - we did A and we got B and and in between the A to B, something's deterministic," said Panayiotou, who was appointed CMO of U.S. refreshment beverages about a year ago. "Sixty percent of ROI in our space is driven by the message, and forty percent is driven by all the other stuff - getting the message to the right person, the right place, the right channel."
"Panelists also included executives from Disney, the NFL and measurement company EDO. Measuring ad effectiveness around key areas like sports investment - the topic of the panel - is still a ways away, due to the presence of walled gardens and media fragmentation. Even the millions of viewers who turn into live football games can be streaming across a variety of platforms, devices and channels - further complicating attribution."
Advertising measurement remains imprecise despite years of innovation and investment. Confidence in marketing effectiveness often sits within a plus-or-minus ten to fifteen percent range across disparate and disconnected tools. Deterministic attribution is uncommon because audiences and outcomes move across many platforms, devices, channels and walled gardens. Message quality drives roughly sixty percent of ROI while delivery factors—targeting, placement and channel—drive about forty percent. Sports advertising is especially challenging as live viewers stream across varied services. Organizations continue pursuing more accurate cross-platform methods to better connect exposure with business outcomes.
Read at Marketing Dive
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