A \u201ccrisis of confidence\u201d in digital media can be alleviated in large part by better measurement solutions. \u201cIf measurement is done well, it informs the way advertising works,\u201d says Andrew Feigenson, Chief Revenue Officer for Nielsen Catalina Solutions<\/a>.<\/p>\n

If the advertising industry maps measurement as a key performance indicator, it we can start addressing some of the issues of confidence \u201cand figure out how to advertise better,\u201d Feigenson says in this interview at the recent Beet.TV Leadership Summit titled Outcomes and presented by Eyeview<\/a>.<\/p>\n

He cites recent remarks by Procter & Gamble Chief Brand Officer Marc Pritchard calling for a cleanup of the digital advertising ecosystem as \u201ca pretty bold statement for the industry.\u201d As Advertising Age reports<\/a>, Pritchard told a gathering of the Internet Advertising Bureau that \u201cthe days of giving digital a pass are over.\u201d<\/p>\n

Historically speaking, television advertising has been effective and predictable, according to Feigenson<\/a>. Using media mix models, advertisers have had a pretty solid understanding of what their outcomes would look like.<\/p>\n

But as audiences continue to migrate to the digital world and advertisers aggregate them through targeting, \u201cwhat you find are there are gaps in some cases,\u201d says Feigenson.<\/p>\n

In addition to digital fraud and viewability issues, there can be a lack of understanding or \u201cforgetfulness\u201d of the basics of good advertising,\u201d according to Feigenson.<\/p>\n

Brands have always spent lots of time testing television creative in advance of launching campaigns. \u201cWe find over and over again creative is the most important variable in effectiveness,\u201d he says.<\/p>\n

However, \u201cThe way of doing that in the digital world is to test more of a feedback loop against effectiveness. I think that\u2019s where there are some interesting opportunities,\u201d says Feigenson. He does believe that progress is being made in the way publishers are proving their contributions to sales lift.<\/p>\n

This video is part of a Beet.TV leadership summit<\/a> on video outcomes presented by Eyeview. For more videos from event, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

A \u201ccrisis of confidence\u201d in digital media can be alleviated in large part by better measurement solutions. \u201cIf measurement is done well, it informs the way advertising works,\u201d says Andrew Feigenson, Chief Revenue Officer for Nielsen Catalina Solutions. If the advertising industry maps measurement as a key performance indicator, it we can start addressing some […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6256],"tags":[3582,3861,4213,5869,6201,6250],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44861"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44861"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44861\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44861"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44861"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44861"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}