The article discusses the evolving landscape of ad-supported streaming services, emphasizing their competition with linear TV. It highlights brands' focus on success metrics, particularly impressions and engagement/watch time, which remain top priorities for advertisers. The findings are based on Digiday's survey of brands and agencies, revealing inconsistencies in measurement tools across various streaming platforms. Roku's ad marketing vice president, Sarah Harms, notes the challenge of conveying their platform's value proposition to advertisers, further complicating campaign success measurement. Ultimately, advertisers seek reliable data to understand how their campaigns perform in driving brand awareness.
âA lot of my job in running marketing and measurement is to articulate our proposition to the ecosystem,â said Sarah Harms, vp of ad marketing and measurement at Roku.
Among the brands and agencies surveyed by Digiday+ Research in the first quarter of this year, impressions and engagement/watch time were the top two success metrics advertisers consider for the third year in a row.
Impressions not only serve as the top success metric but are also vital for understanding the scale of an ad's exposure and enhancing brand awareness.
Streaming platforms aim to provide advertisers with data, but measurement tools vary by platform, creating challenges for brands and agencies in assessing ad effectiveness.
Collection
[
|
...
]