In this episode of the Brave Commerce podcast, Alison Levin from NBCUniversal discusses the evolving landscape of connected TV (CTV) advertising. She emphasizes the importance of evaluating streaming content environments, as not all are equally effective for marketers. NBCUniversal is leveraging partnerships with retail giants like Instacart and Walmart to showcase the effectiveness of commerce activations tied to high-quality content, which can lead to substantial sales. Levin highlights the transformative role of real-time attribution in the advertising sector, changing how campaigns are strategized and assessed for performance.
'Advertisers need to understand that not all streaming environments deliver the same results. Evaluating the quality and relevance of content is essential for effective media planning.'
'Combining premium content with retail data partnerships allows marketers to drive significant results, including seven-figure product sales from commerce activations.'
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