Audience measurement has become more crucial for television networks and their advertisers, which are being lured to spend more on digital outlets including social media and internet search. The coronavirus pandemic has added to these competitive pressures as marketers seek to squeeze the best performance from tighter media budgets.<\/p>\n
Demonstrating the power of TV advertising increasingly requires more complete data that show how consumers follow the path from seeing an ad to acting upon it. Tracking consumers along this journey, often called the “purchase funnel,” is a key part of making TV more competitive with digital rivals.<\/p>\n
“We need to prove that television can do more,” Noah Levine<\/a>, chief revenue officer of TV analytics firm 605<\/a>, said in this episode of the Beet TV\/VAB \u201cTV Reset\u201d forum<\/a>.\u00a0“The efficacy of television is greater than display, it’s greater than search.”<\/p>\n