David Shim, Founder & CEO of Placed, which specializes in ad-to-store attribution, shared the results of an analysis Placed did for a large client in an undisclosed business category. The client wanted to know the difference in incremental lift between 15- and 30-second spots.

With one impression, both versions provided lift. But beyond five impressions, the 15-second spots continued to show lift for each incremental impression that was added while the 30-second spot flat-lined, according to Shim.

“That actually gave them ammunition to go out and say what are the spots we’re going to go after,” Shim said. The client decided not to stop doing 30-second spots “because it does help us tell a better story,” Shim explained. “But the 15-second spots have a high amount of value that we do want more reach, we do want more frequency on that one, so they’re actually adjusting their spending.”

Asked by moderator Joanna O’Connell, Chief Marketing Officer at MediaMath, to define “lift,” Shim cited incremental store visits. “Being able to say not that I served you an ad, because if you see a Walmart ad, about 40% of the U.S. population is going to go to Walmart in a 30-day window,” Shim said. “You shouldn’t get credit for a 30-day conversion window to get all those people because you’re going to get 40% conversion rates.”

Such analyses become more difficult to accomplish with omni-channel advertising, particularly where addressable and linear television are involved. “Those aren’t things that you can hold out a cookie pool for,” Shim said. “It requires a little bit more effort to identify those exposed and unexposed groups and measure that lift.”

Nonetheless, advertisers “know they need to do it. They just need help to get that way,” he added.

Because some of Placed’s partners their inventory sources, it knows that with five different providers there can be a dropoff of lift of 70% from the best to the worst. “Just by optimizing on your inventory source alone you can immediately see gains,” Shim said.

This video is part of a Beet.TV leadership summit on video outcomes presented by Eyeview. For more videos from event, please visit this page.

In this interview at the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview, Shim offers his views on video and advanced TV as the industry moves beyond branding-only metrics.

“I’m excited about video becoming a DR channel,” says Shim, who founded Placed in 2011. “Being able to not just measure views, clicks and engagement but actually drive that into offline visitation.”

There are similarities in the shift from display to search, according to Shim. “I think you can see the same thing with video because the impact that it has and the ability it has to actually drive people into the physical store,” he says.

This is a consideration higher than someone clicking on an ad, visiting a site and purchasing something. As measurement techniques get better and better, video will emerge as a very strong player.

“Video is going that way, especially with partners like Eyeview to close that loop. It’s going to be incredibly huge because people are going to move dollars accordingly,” says Shim.

Asked by Joanna O’Connell, Chief Marketing Officer at MediaMath, to describe the state of advanced TV, Shim says the hard part is limited reach. Nonetheless, he sees more and more advertisers “jumping in and saying this is something I want to explore, this is something I want to test against.”

An attendant expectation will be improved targeting via linear TV. “I expect the market to continue to grow and measurement to continue to be important, but I expect it to also help change the way linear is approached,” Shim says.

When it comes to reach, there are parallels to the digital world. Asked to name the best platforms for brands, Shim points to those with the most scale. “If you’ve got a small set of users or reach it becomes difficult to optimize because you over optimize and the reach is diminished,” he says.

This video is part of a Beet.TV leadership summit on video outcomes presented by Eyeview. For more videos from event, please visit this page.

Moore is one of many industry leaders who will gather in New York on March 9 at the Beet.TV Leadership Summit titled Outcomes: Connecting Video Ad Spend To Sales. The event is sponsored by outcome-based video marketing provider Eyeview.

In an interview with Beet.TV at the IAB Annual Leadership Meeting, Moore notes that one neglected aspect of “the fantastic growth of digital over the last ten years” has been creative.

“And what we have now seen is a whole host of creative management platforms, as well as dynamic creative optimization companies that provide one more way for us to optimize a campaign,” Moore says.

Alas, most of this creative customization has been relegated to display ads. “Today video is not being put together on the fly in order to create an ad specific for a user. That will happen in the future,” Moore predicts.

“Right now, most of the video renditions tend to be downloaded overnight into a cable box or made available in some other fashion,” he adds. “However, over the next few years you will see video become an increasingly important part of the dynamic creative optimization marketplace.”

Among the speakers joining Moore on March 6 at the Andaz 5th Avenue for the Beet.TV Outcomes Leadership Summit are: Lisa Archambault, Senior Director, Global Advertising, Caesars Entertainment Corporation; Tal Chalozin, CTO and Co-Founder, Innovid; Brad Danaher, Television Partnership Director, Experian; Andrew Davis, Founder, Monumental Shift; Bob Estrada, EVP & Director of Strategic Partnerships, BBDO New York; Andrew Feigenson, Chief Revenue Officer, Nielsen Catalina Solutions; Oren Harnevo, CEO, Eyeview; Rebecca Lieb, Advisory Board Member, Netswitch Technology Management Inc. and OneSpot; Joanna O’Connell, Chief Marketing Officer, MediaMath; Matt Prohaska, CEO & Principal, Prohaska Consulting; Tom Rogers, Executive Chairman, WinView Games, Chairman and CEO, TRget Media; and David Shim, Founder and CEO, Placed.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.