5 Days of Education, Insights and Inspiration on Modern Measurement 

We understand that keeping up with the latest measurement innovations can be difficult. To help keep you informed and inspired to embrace modern measurement, we have developed the VAB Measurement Innovations Series!  The focus of this NEW quarterly series is on case studies - giving you real-world examples of how brands like yours are successfully adding new ways of measuring their video campaigns to more effectively gauge success. 

During Q1 of our Measurement Innovations Series, we released a collection of case studies that take you step-by-step how a brand implemented their solutions. In each study, we will clearly outline each brand's challenge, such as accurately capturing their total audience across platforms, understanding audience overlap across platforms, and maximizing incremental reach.  We will cover categories such as Automotive, Healthcare, CPG, QSR, and more.

Below you can hear directly from those behind the case studies in 5 daily 30-minute webinars. These industry leaders presented an overview of their platform and took viewers through their case studies and best practices. 

During Q1, we presented a "behind the scenes look" at how other marketers are igniting brand growth through measurement.

We will CONTINUE TO INSPIRE you with the latest thinking, data and facts to help you stay ahead of what’s next. WATCH NOW! 

TV measurement is at an inflection point as incumbent panel-based approaches are unable to keep pace with the heavily fragmented converged TV landscape. The massive shift to streaming and on-demand viewing, coupled with a focus on cross-platform insights, has encouraged the buy- and sell-sides to reassess measurement standards and metrics en masse.    

Today, advertisers need a comprehensive view of audiences and independent, real-time measurement for all TV and digital impressions, across any platform, in any market. Join Jo Kinsella, President of TVSquared by Innovid, and Jessica Hogue, General Manager of Measurement and Industries of Innovid, as they share the vision for how, together, ad serving and cross-platform analysis unlocks the future of TV measurement.

When Pursuit Channel came up against their closest network competitor for a leading automotive account, Comscore TV’s stable national reporting and innovative Advanced Audience segments helped secure the win. Attend this session to hear Comscore share how Pursuit tapped into Comscore’s 35 million U.S. household linear footprint to succinctly and effectively prove that their network’s audience garnered superior reach, consistent second-by-second engagement even during ad spots and offered incremental viewership with niche automotive intenders in the mid-sized truck space.  

To download the presentation from this presentation, click HERE.

While many brands still approach TV with pay and pray tactics, Drivetime takes a very different data-driven approach. Learn how the Drivetime team has evolved their TV strategy over the last few years, using advanced data and measurement to make the channel perform as efficiently as possible. Explore new ways to optimize TV frequency and conversions by determining optimal spend levels before diminishing returns. Then, hear what’s next for the DriveTime team as they invest more in streaming and true cross-platform measurement.

To download the presentation from this presentation, click HERE.

KYLE TASSINARI

SR. DIRECTOR, MARKET & BRAND STRATEGY, DRIVETIME

ANTONIO DOMENZAIN

DIRECTOR OF MARKETING ANALYTICS, DRIVETIME

HEATHER ROBERTSON

REGIONAL DIRECTOR OF CUSTOMER SUCCESS, iSPOT.TV

MARIANNE VITA

SVP, DIRECTOR OF INTEGRATED STRATEGY & MARKETING, VIDEO ADVERTISING BUREAU

Learn how a leading pharmaceutical/health care company was able to impact, and increase, their top-of-funnel brand KPIs by measuring, and optimizing, lift metrics (awareness, reputation, trust) and reach metrics (ability to penetrate a brand-specific target) in one, unified platform.

• Upwave measures cross-media, top-of-funnel brand investments, at scale. This brand was able to measure both digital and TV, in one, unified platform.
• Not only did this brand see increases in important Brand KPIs, they saw them among brand-specific target audiences (affluent, job title, job industry). 
• Upwave’s unique ability to measure both Reach and Lift enables advertisers and brands to not only increase KPIs – but reduce overall ad waste by making real-time updates to their campaigns, ensuring they reach (and make impact among) the correct audience–beyond simple age and gender targets. 
• Brand Lift without reaching your target audience doesn’t matter, and reaching your target audience without lifting them isn’t enough. Upwave’s Brand Lift and Brand Reach work together to measure the full impact of brand advertising.

To download the presentation from this webinar, click HERE.

Marketers still struggle to understand the true reach and frequency of their advertising efforts. With TV and digital planned and executed separately, results can’t be compared on an even playing field. However, with advances in measurement that leverage robust identity resolution, first-party ACR data, and multi-source OEM TV measurement panels, brands can finally measure efforts across vendors and screens to understand true campaign impact. Learn how Samba TV is working with brands across verticals to measure and optimize their advertising efforts, and gain insight into the innovations that are pushing measurement forward.