There's been a pendulum swing in the marketing industry, where marketers who were too focused on performance are now investing in brand building through streaming, audio, and experiential experiences to stand out in a crowded digital marketplace.
This means updating KPIs and client expectations when measuring campaign effectiveness. That's why independent boutique agency Exverus Media is reimagining his KPIs across streaming, audio and experiential channels, which aren't necessarily direct response channels.
Talia Arnold, head of strategy and planning at Exverus, said on stage on Digiday: “What we're seeing from all of our marketing clients about where the industry is going is that we're becoming increasingly obsessed with revenue-driven metrics.'' ” he said. Programmatic Marketing Summit held Wednesday in Palm Springs, California. “How do I set up a measurement plan and his KPIs to take action and prove business results?”
This is a shift from traditional thinking, where only TV and video were expected to drive brand metrics. On the other hand, things like display advertising will drive his ROI-focused sales metrics. Now, Exervus is tasked with marrying the two to show his client that the proof is in the pudding.
“What we really try to do internally is use different methodologies, different buying tactics, different measurement solutions to really prove that these worlds necessarily work together. It's about bringing these worlds together,” Arnold said.
To connect branded and performance media, and ultimately provide advertisers with the evidence they seek, Exverus is redefining the KPIs and measurements that show campaign effectiveness. When brands do brand-building activities, instead of focusing on direct response ads that say, “Click here to buy now,” they focus on “reaching people in whatever way you need to impact their brains. The results were definitely better, a lot better,” Arnold said.
One strategy Exverus leverages is looking at user behavior online, also known as URL mapping or URL analytics. Shoppers see a video ad, but no conversation occurs at that point. What the agency can do, however, is analyze online shopper behavior to see if there was any follow-up after the shopper saw the ad, whether through search or direct interaction with the website, allowing for more accurate measurement and attribution.
“Now we can actually prove [it]. The only difference is that we're doing other activities that stimulate new demand and bring more people into the ecosystem to buy,” Arnold said.
Notably, these areas are enabling more programmatic media buying. For example, Netflix announced this week that it is expanding its programmatic roster, with The Trade Desk, Google's DV360, and Magnite joining Microsoft as the streaming platform's primary programmatic partners. Netflix's move follows in the footsteps of other streaming services like Disney, and perhaps proves a trend that isn't expected to slow down anytime soon. So we see that combining performance and branding is important.
Arnold said providing a more holistic view also helps prevent wasted advertising dollars. For example, if your campaign testing proves that display ads are 10 times more effective when preceded by video ads, you can tweak your media mix to remove the underperforming ads and save a few bucks.
“That's how we can see [it]. This increase in conversions, these sets of actions are very effective and actually mean they spend less money on other ads that don't have that user path,” Arnold said. Masu.
https://digiday.com/?p=545161
