Engagement-ad format pioneer true[X] continues to focus on brand lift as \u201cthe leading indicator of conversion\u201d as it expands into connected TV and offers its measurement technology to publishing partners. \u201cToday we\u2019re actually able to measure brand lift in near real time across the true[X] network on CTV, desktop, mobile for every campaign that we run,\u201d says CEO Pooja Midha.<\/p>\n

In this interview with Beet.TV, Midha provides details about how the use of a one-question survey in a TV ad pod with the true[X] Uplift product can provide a myriad of insights about viewers in relation to their status in the purchase funnel.<\/p>\n

Formerly a unit of FOX Networks and now owned by Walt Disney Co., true[X]<\/a> is used across most broadcast and cable networks plus the Twitch gaming platform and OTT services, among others. \u201cWe really focus on high-attention environments. Places where there\u2019s a really engaged consumer on the other end and where we think we can make the experience better,\u201d says Midha.<\/p>\n

Calling CTV an \u201cincredibly rich canvas,\u201d she talks about engagement ads for a variety of brands from Amazon to Lego to Harley Davidson to consumer packaged-goods, \u201cwhich shows that this is a format that works for any number of categories.” A voice-enabled, engagement ad for Amazon\u2019s Echo used speech-to-text conversion so that viewers could verbally interact with the ad.<\/p>\n

Whereas ad attribution \u201conly tells about a sale,\u201d when brand lift occurs \u201cyou usually will see conversion down the chain,\u201d says Midha, adding that because not all viewers are always in market for something, all ads provide value to brands.<\/p>\n

\u201cIt\u2019s still seeding an awareness, it\u2019s still driving perception and it may even be creating preference so that when that consumer is in market, they will convert for that brand.\u201d<\/p>\n

The company is working with \u201cseveral partners to use Uplift to measure video performance on their own sold campaigns\u201d via the Uplift technology but apart from true[X]\u2019s own engagement-ad units, according to Midha.<\/p>\n

Giving viewers a choice of their ad experience and collecting the resulting data at scale can turn a one-question survey into a gold mine of information, she says.<\/p>\n

\u201cYou can imagine it\u2019s not very hard to get a lot of people to choose to take that survey, especially when it\u2019s only one question. We let consumers place themselves on the purchase funnel by asking them how they would describe their relationship with a brand.\u201d<\/p>\n

A \u201ccontrol and expose group\u201d can number 500-plus within days of a campaign launching, \u201cand we also are able to make sure that the cohort for exposed looks like the cohort for control, both of which look like the cohort that was actually targeted for the campaign. So your survey group mirrors your campaign targeting.\u201d<\/p>\n

This video is part of the Beet.TV preview series titled \u201cThe Road to Cannes.\u201d The series is sponsored by 4INFO<\/a>. Please visit this page<\/a> for additional segments.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Engagement-ad format pioneer true[X] continues to focus on brand lift as \u201cthe leading indicator of conversion\u201d as it expands into connected TV and offers its measurement technology to publishing partners. \u201cToday we\u2019re actually able to measure brand lift in near real time across the true[X] network on CTV, desktop, mobile for every campaign that we […]<\/p>\n","protected":false},"author":17,"featured_media":60716,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7977],"tags":[5143,6005,7105,7263,7696],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60669"}],"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=60669"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60669\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60716"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60669"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60669"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60669"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}