I wanted to continue to build on how the rapid rise of CTV advertising is impacting our thinking at Provalytics.
It provides a perfect demonstration of data colliding with AI. This is a pivotal moment in marketing measurement and our analytics needs to explain if we reaching professionals or just paying a premium to be ignored.
- AI-driven campaigns promise a $27 billion spend in CTV this year.
- Precision targeting is unparalleled.
- It is easy to throw dollars into the abyss without strategic alignment.
- Investing in analytics with creative integration could be the needed edge.
Amazon and LinkedIn are handing marketers incredibly powerful ways to implement precision targeting. However, there is a catch. Playing it safe with traditional measurement tools could have you missing out. So what's the real cost?
If your MMM solution offers only channel and platform details, you will never understand the effectiveness and efficiency for the unique combinations of campaigns, audiences, creatives, publishers, formats, geographies, and placements on those platform.
Without distinguishing impressions with this detail in your recommendations, all of the targeting becoming lost as background noise. Cookie-less data, and soon to be click-less, cannot be an excuse.
The brands that thrive will be the ones weaving a compelling story with their media data at the most granular level as opposed to those that let AI make decisions on "averages of averages" with aggregate MMM results.
The narrative brands choose to tell is the key to leveraging precision targeting. This presents a simple question. Are we building measurement tool ready to rethink strategies this way?
To quote George Box, "all models are wrong, but some are useful". Reach out and I would be happy to show you how useful the Provalytics platform is by focusing on the granular media activation.
Cheers
Todd