It\u2019s not just so-called direct-to-consumer brands that are trying to bring \u201cdaily rigor and accountability to video.\u201d Effectively connecting different television environments is a common goal across the spectrum of advertisers, says EVP and Chief of the Horizon Next<\/a> direct-marketing agency Gene Turner.<\/p>\n \u201cFor most of the DTC brands and even the performance brands that we\u2019re talking to, the conversation is about business building and brand building. I use those two things synergistically because there\u2019s never a conversation that we have with a brand where we\u2019re only talking about sales,\u201d Turner says in this interview with Beet.TV at the recent VAB Direct To Success event<\/a> in Manhattan.<\/p>\n Conversations tend to center on metrics reflecting sales and brand health, according to Turner<\/a>.<\/p>\n \u201cWe need to hit our performance goals. I think we recognize that there\u2019s a lot of competition in most categories and we need to be making sure that we\u2019re thinking about awareness and those metrics simultaneously.\u201d<\/p>\n The goal of connecting TV environments is combining the right audiences with the right strategies. \u201cSo we\u2019re constantly testing and learning like we would do in a digital channel and then from there we\u2019re leveraging data to make quick, fast decisions so we can actually drive those businesses forward.\u201d<\/p>\n At the end of the day, says Turner, performance can mean many different things. Signals can help to understand initial engagement, site visitation \u201cand how we\u2019re getting folks interested in our brand.\u201d After that, \u201cmost of what we need to make sure we\u2019re doing is actually driving incremental sales and incremental sales lift within the video channel.\u201d<\/p>\n While initial signals might suggest that \u201cthis campaign is moving well but the analytics and the decisions that are driven by those analytics are really driven by the ability to drive incremental sales and better overall ROI for our clients.\u201d<\/p>\n Beyond traditional linear, broadcast and syndicated TV lies the growing promise of OTT.<\/p>\n \u201cI see the big opportunity as OTT, and then around OTT making sure that we have the measurement in place that we have in linear TV and that we have in Facebook that we can make quick, fast decisions in the OTT space so we\u2019re making holistic decisions of how to make video dollars move fluidly.\u201d<\/p>\n This video is from a Beet.TV\u2019s coverage of the VAB\u2019s Direct to Success summit<\/a> held on June 12 at Viacom in New York City. Please visit this page<\/a> for more segments.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" It\u2019s not just so-called direct-to-consumer brands that are trying to bring \u201cdaily rigor and accountability to video.\u201d Effectively connecting different television environments is a common goal across the spectrum of advertisers, says EVP and Chief of the Horizon Next direct-marketing agency Gene Turner. \u201cFor most of the DTC brands and even the performance brands that […]<\/p>\n","protected":false},"author":17,"featured_media":60920,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8006],"tags":[8007,8011,8012],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60873"}],"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=60873"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60873\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60920"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60873"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60873"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60873"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}