CANNES \u2013 Two highlights at the 2018 Cannes Lions International Festival of Creativity for true[X] President Pooja Midha are some \u201cvery promising conversations\u201d about the company\u2019s engagement ad formats and positive response to measuring brand lift. \u201cPeople really appreciate that the engagement ad format, which is the core of our business, has the power and flexibility to really answer a broad range of marketer KPI\u2019s,\u201d Midha says in this interview with Beet.TV.<\/p>\n
\u201cChances are, we\u2019ve probably done some work for someone with a similar objective or we\u2019re actually working with an ad studio that has the creativity, the flexibility and the prowess to help them think through how we can do that in our ad format.\u201d<\/p>\n
Just after the Cannes<\/a> Festival concluded, true[X] said that it has reached a one-year deal with GroupM digital agency Essence to develop and test new approaches for connected TV advertising. As Advertising Age reports<\/a>, the aim is to develop consumer-friendly and compelling brand experiences that can scale to connected-TV offerings like Roku and Apple TV. In addition, Essence will be the first agency to access engagement ads programmatically.<\/p>\n At Cannes, true[X]\u2019s focus on brand lift as a measure of success \u201cis really resonating here,\u201d says Midha. \u201cThere\u2019s no better personal primetime than the OTT viewing we see happening across our publisher partners.\u201d<\/p>\n Asked to comment on developments in OTT measurement, Midha says, \u201cIt\u2019s unfortunate that it\u2019s a little bit nascent because it\u2019s such an incredible viewing environment. There\u2019s a lack of standardization in those platforms. Each one is a little bit different, which makes rolling measurement across very difficult. It\u2019s not something that\u2019s happened quickly.\u201d<\/p>\n True[X] has already built a measurement tool that can live in all OTT environments called Uplift, which measures brand lift.<\/p>\n \u201cBecause if you want to create a brand, you need emotion. That\u2019s the difference between a brand and a product. The first thing you need to do that is you need to have attention, which is what our format is about, and once you have attention you want to make sure you\u2019re lifting your brand and you\u2019re having impact. We\u2019re trying to follow the whole thread.\u201d<\/p>\n