Universal McCann partners with ScanScout on behalf of Jeep for first ever cost-per-engagement (CPE) super pre-roll video.
Randy Kilgore, Tremor Media CRO Weighs In On Standardized Metrics with MediaPost
Did you see the joint research published by the ANA and Forrester this year? Sixty-two percent of respondents think TV ads have become less effective in the past two years. What’s the market’s reaction? Lots of talk about seismic change and then, drum roll please, more money is spent on TV. Man, those guys on the broadcast side have it good.
We’re not TV bashers here. Yet we believe zealously in online video and think more advertisers should be including it and/or increasing it in their media mix, because we have the data and insights to show it works for a number of marketer objectives particularly as a complement to TV: in creating awareness, driving engagement, lifting brand metrics, and, yes, even in driving traffic. Yet, by all statistical measures online video ad spending lags far behind consumer migration to online video. Why?