Solutions to the industry’s biggest challenges took center stage in New York City at TV Disrupt, the annual showcase for innovation in TV and video measurement, held by iSpot.
iSpot Founder and CEO Sean Muller kicked off the afternoon addressing advertiser’s top pain points, in particular, identity, fragmentation, the creative and media disconnect, and delivering outcomes. He outlined how iSpot works with its brand partners to bridge the measurement gaps between creative, audience, and outcomes that hinder ad effectiveness in today’s chaotic TV and video landscape.
“Today’s event theme is the Great Unification: the unification of creative, audience, and outcomes, of linear, streaming, and digital ad performance, of our clients and partners across the industry. At iSpot we are particularly excited about the work we are doing with brands, agencies, and media companies that demonstrate the power of bridging marketing silos and giving advertisers a clear picture of ad effectiveness across the entire ad lifecycle.”
Among innovations in identity resolution, advanced audiences, and big-data matching, Muller highlighted the company’s recent focus on setting new standards for streaming measurement, offering a new set of “killer KPI’s” for streaming that modern marketers care about most. Several discussions touched on how brands are using iSpot Unified Measurement and its new suite of streaming measurement solutions to tackle cross-screen measurement and managing incrementality amidst ever-increasing fragmentation.
The exclusive event featured prominent leaders from across the industry including Paramount President John Halley and GroupM Chief Investment Officer Matt Sweeney, who joined Sean Muller on stage for a keynote discussion exploring the evolving media landscape and the growing pressure to measure and deliver outcomes.
The packed agenda also included panels and presentations from iSpot brand and agency partners as well as media partners, publishers and DSPs.
Aamir Raj, Senior Brand Manager for Guinness at Diageo, delved into the secrets behind the creative success of its iconic Guinness ad campaign starring Jason Momoa, shedding light on why it stood as one of the highest-scoring alcoholic beverage ads of all time. For Aamir and his team, aligning creative measurement KPIs to their campaign-specific goals is critical for ensuring ad effectiveness.
Kyle Tassinari, Head of Marketing at DriveTime, talked about the transformative role of data in measuring cross-platform ad performance, with a focus on incrementality, outcomes, and fine-tuning ad exposure to pinpoint diminishing returns across linear and streaming platforms.
PMG’s CTV and Programmatic Video Lead Doug Paladino discussed how Experian utilizes iSpot Unified Measurement to eliminate blind spots and manage linear and CTV as a single channel, as well as the brand’s thoughtful approaches to streaming measurement challenges.
A panel featuring media experts from University of Phoenix, IBM, Balance of Nature, and CBS, provided first-hand insights into overcoming complexities in streaming advertising, from shifting viewer behaviors to fragmented platforms.
For perspectives from publishers and DSPs, Youssef Ben-Youssef, Head of Ad Platform at Roku, Logan Kingman, Director of Business Development & Strategic Partnerships at LinkedIn, Doug Hurd, Sr. Director BD, Strategy & Ventures at Microsoft, and Jonathan Low, Senior Director CTV Partnerships at The Trade Desk, explored the importance of outcomes in today’s storytelling narrative, and discussed the significance of a multi-currency future in the relationship between publishers and DSPs.
Stay tuned here on the iSpot blog as we’ll be rolling out videos and commentary from TV Disrupt in the weeks to come.