With AI, Every Channel Can Be A Performance Channel (Yes, Even CTV)
Briefly

With AI, Every Channel Can Be A Performance Channel (Yes, Even CTV)
"Advertising has traditionally been split between performance and awareness, with channels categorized by whether they provide avenues for immediate, trackable user actions. A TV screen has historically been an awareness channel because a viewer can't tap the screen. Display advertising, conversely, allows user interaction and provides proof of these interactions, making it suited for performance campaigns requiring a direct link between investment and activation."
"This has shaped not only where advertisers place campaigns but also the type of media each channel hosts. TV, as the home of big-budget, awareness-raising creative, attracts enough advertising revenues to produce expensive, premium entertainment. This cycle has kept the channel out of reach for performance advertisers, who typically buy cheap placements at scale rather than bid for limited, expensive inventory."
"AI allows us to measure the complex interplay between ad exposure and business outcomes. Suddenly, we can track the campaign performance of any channel displaying a digital ad against an array of buyer-defined key performance indicators. This performance mindset works, opening channels once relegated to one end of the sales funnel to a more diverse array of buyers. The Soon-To-Be-Obsolete Performance/Awareness Divide"
AI enables measurement of the complex relationship between ad exposure and business outcomes, allowing campaign performance to be tracked against buyer-defined KPIs across any digital channel. Awareness channels like Connected TV now become quantifiable for performance goals, expanding the pool of buyers. Historically, channels were split by immediate interactivity, with TV serving awareness and display ads serving performance, which influenced media types and budgets. Legacy measurement approaches such as consumer panels provide aggregated, retrospective lifts, require large samples, and are costly and slow. AI-based measurement reduces those barriers and permits performance-driven buying across previously siloed channels.
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