More advertisers are relying on a broader set of measurement tools to evaluate the effectiveness of their campaigns. These outcome-based metrics seek to provide more insights into how advertising affects consumer behavior.<\/p>\n

\u201cClients are getting a lot savvier in terms of being able to ask the right questions, to be able to measurable business results to some of the programs that we run,\u201d Michelle Capasso, director of media services at ad agency Connelly Partners, said in this interview with Beet.TV. \u201cIf you think back, we did a lot of reporting on digital statistics and impressions and clicks and things that really didn\u2019t have an impact on a client\u2019s business.\u201d<\/p>\n

She said her company works with a variety of partners to help clients measure the return on investment (ROI), including outcomes-based ad platform LoopMe.<\/p>\n

\u201cMore often than not, we are working with our partner companies [and] media vendors to be able to quantify what we\u2019re getting from a return,\u201d Capasso said. \u201cLoopMe has a purchase loop attribution model we can use as well, or anything that ties to foot traffic.\u201d<\/p>\n

One of the biggest challenges for marketers is determining which measurements of foot traffic are most meaningful.<\/p>\n

\u201cThere are a lot of foot traffic attribution vendors in the space, but more often than not, we use a lot of different vendors as part of a buy, and ultimately, they all have their own methodology and model,\u201d Capasso said. \u201cWe end up in a situation where we don\u2019t have a really core, solid source of truth.\u201d<\/p>\n

Measuring Incremental Reach<\/h3>\n

Her agency also performed other kinds of incrementality studies to determine when clients are reaching and converting new customers, though these measurements also present challenges for marketers.<\/p>\n

\u201cWe\u2019ve worked with some vendors on some match-back studies when we\u2019ve had clients that have a core database of consumers that they know, and then they\u2019re looking to see what that incrementality is,\u201d Capasso said. \u201cI don\u2019t think we\u2019ve totally cracked the nut on incrementality, but it comes up more and more often with clients. The pressure on business outcomes is rapidly evolving.\u201d<\/p>\n

The pandemic led to a dramatic shift in people\u2019s viewing habits when they were stuck at home during lockdowns. In many cases, marketers had more ways to reach consumers through digital platforms including social media.<\/p>\n

\u201cWe\u2019re excited about the shift in habits. There are more ways to get to somebody,\u201d Capasso said. \u201cThere are more opportunities for cross-channel engagement. The social space for us is hugely exciting.\u201d<\/p>\n

Advertisers also are evaluating their media investments in the context of protecting people\u2019s privacy and promoting diversity and inclusion.<\/p>\n

\u201cThese are things that media buyers have never had to think about,\u201d Capasso said. \u201cWe now need to think about all of these things, and I don\u2019t think that\u2019s a bad thing. It\u2019s a great place for a media buyer to be, and it\u2019s a pretty exciting time.\u201d<\/p>\n

You are watching \u201cOutcomes-Based Advertising: Connecting Ad Exposure to Business Results,\u201d a Beet.TV Leadership Series presented by LoopMe. For more videos, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

More advertisers are relying on a broader set of measurement tools to evaluate the effectiveness of their campaigns. These outcome-based metrics seek to provide more insights into how advertising affects consumer behavior. \u201cClients are getting a lot savvier in terms of being able to ask the right questions, to be able to measurable business results […]<\/p>\n","protected":false},"author":24,"featured_media":75453,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8587],"tags":[8881],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75395"}],"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\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=75395"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75395\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75453"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=75395"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=75395"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=75395"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}