From virtual upfronts to pandemic clauses, saying Covid-19 has upended TV ad buying would be an understatement. So NBCU is trying its hand at a workaround.
The network just launched a tool called Total Investment Impact that changes how it measures ad performance.
- Typically, when an advertiser makes a deal with NBCU (and lots of other networks), the advertiser gets a performance outcome guarantee based on a single metric, such as foot traffic or website visits.
- But the Total Investment Impact tool takes a bottom-of-the-funnel approach and measures sales for clients based on all their investments with NBCU, rather than one campaign at a time.
- During the pandemic, it’s more difficult to justify measuring one thing at a time when metrics like foot traffic are so subject to external influences.
How it works: Total Investment Impact uses both “media and non-media factors” and predictive models to measure the, well, impact of client investments. It seems like a way to tie linear and digital offerings together, which—if it lives up to the hype—could make life easier for multiple types of ad buyers.
Looking ahead: If the first penguins to try Total Investment Impact see positive results, NBCU could come up with a compelling pitch for the product.
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September 18, 2020 at 10:08PM
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NBCU Launches Total Investment Impact Tool - Morning Brew
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