LOS ANGELES –\u00a0 Clicks and ad exposures are nice. But, in the current economic situation, you could forgive a marketer for wanting to jump straight to sales.<\/p>\n
Fortunately, a growing range of advertising software vendor agrees, as we see an emerging crop of tools allow publishers to connect ad exposure and end results into an outcome attribution, which many media organizations are now selling against.<\/p>\n
In this video interview with Beet.TV, Christina Park of LoopMe<\/a>, an outcomes-based advertising platform, explains what is changing.<\/p>\n “Marketers are looking to make their media partners more and more accountable,” Park says.<\/p>\n “What we saw was that marketers were looking for ways to kind of minimize the risk when it comes to, you know, investing their media dollars or working with new media partners.<\/p>\n “One of the reasons that we’ve created the solution is it reduces that risk where clients are guaranteed a specific, incremental uplift against specific brand survey results. They can rest assured that their media dollars are being used to really help the bottom line.”<\/p>\n A+E Networks was amongst the first TV publishers to begin offering<\/a> ad sales with outcomes guarantees, back in 2018.<\/p>\n But the tech required to make the offering is considerable.<\/p>\n Park’s LoopMe in December launched a solution<\/a> supporting ad guarantees against brand uplift.<\/p>\n “It was trialled by Dentsu out of the UK for a retail client called The Very Group that campaign performed extremely well,” Park says.<\/p>\n “We exceeded their expectations by driving a 50% increase against certain incremental uplift KPI.”<\/p>\n Specifically, the campaign achieved a 15% incremental AI uplift on consideration to shop.<\/p>\n “And now this outcome guarantee is available globally across all of our clients,” Park adds.<\/p>\nAccountability drive<\/h2>\n
Guaranteed outcomes<\/h2>\n
Very uplifting<\/h2>\n
Bridging the gap<\/h2>\n