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Transparency Series Recap: Unifying Measurement & Marketers

iSpot recently hosted back-to-back events in Chicago and LA, bringing together industry experts to discuss the future of video ad measurement. The events were filled with inspiring sessions that explored how brands are coming together to harness the power of creative testing, cross-platform measurement, and full-funnel outcomes to optimize ad impact and drive better results. By unifying measurement across social, digital, streaming, and linear TV, marketers are transforming how they reach audiences—wherever they are—and driving deeper, more meaningful connections that fuel business growth.

Here’s a deep dive into the key takeaways from these dynamic sessions:

The CPG Olympic Ad Playbook: Crafting Gold-Medal Content

The Chicago event began with a prominent alcohol beverage brand unveiling the creative strategies behind its standout 2021 Olympic campaign. Recognizing that video ad success starts with nailing the creative, the brand used iSpot’s Creative Assessment to validate that its ads would hit key objectives like brand recognition, engagement, emotional connection, competitive differentiation, and purchase intent. With Pre-Market Ad Testing, the marketing team ensured their content resonated powerfully with viewers, ultimately ranking in the top 15% of all alcohol beverage ads in overall effectiveness and top 5% in Relevance, while scoring above norm in Brand Recognition. The brand demonstrated how consumer insights guided its creative choices, allowing them to craft ads that not only captured attention but also drove meaningful engagement on the Olympic stage.

Creative Ad Strategy to Stand Out in QSR Industry

Another example of nailing creative execution came from a prominent QSR brand at the LA event. Understanding the importance of brand recognition and purchase intent, the brand used iSpot Creative Assessment to optimize ads to ensure each one achieved critical campaign objectives. Recognizing that creative decisions often rely on gut instincts, the brand highlighted how testing provided objective consumer feedback, turning subjective perceptions into actionable insights. Using customer insights, celebrity partnerships, and competitive intelligence, the brand navigated the crowded fast-food industry landscape with a blend of storytelling and product visibility—resulting in above-norm brand recognition and a sharper competitive edge.

BISSELL’s Cross-Platform Measurement Journey

Jackson Godard, Associate Director of Media at BISSELL, shared how his team approached venturing into streaming advertising. Initially an exploration of a new channel, the new investment quickly revealed a critical challenge—the lack of transparency in measuring ad performance across fragmented platforms. As the lines between linear, streaming, social, and digital video continue to blur, BISSELL recognized the need for unified, precise data to verify and optimize its ad investments. By using iSpot’s Unified Measurement, the brand gained the visibility needed to optimize media spend, drive greater efficiency, and elevate the impact of BISSELL’s TV strategy.

Ancestry’s Cross-Platform Measurement Playbook

In LA, the fireside chat with Catheline Leung, Senior Director of Brand Media at Ancestry, highlighted how the brand has advanced its TV and streaming measurement capabilities to link audience ad exposure directly to actual business outcomes. Leung explained that by breaking down data silos and leveraging iSpot Unified Measurement, Ancestry was able to not only optimize based on performance but also extend reach—identifying a 5% incremental lift in audience reach. This data-driven approach enables Ancestry to maximize the impact of investments in content partnerships and sports sponsorships, optimizing both reach and engagement to drive measurable results.

CDW’s March Madness Media Success

In Chicago, Chris Hastings, Senior Media Manager at CDW, shared a success story on optimizing media strategy through data integration with a significant focus on Segment Analytics and Unified Measurement. Focused on its March Madness campaign, CDW utilized iSpot’s tools to fine-tune audience targeting and maximize reach. The conversation highlighted how aligning creative assets with strategic media buys through platforms like The Trade Desk drove higher ROI, proving that data-led decisions are key to staying competitive. 

Additionally, an unexpected opportunity arose when Hallmark surfaced as a recommended network to the brand by iSpot, prompting CDW to test ads during its popular holiday movies. Ultimately, this experiment exceeded agency expectations, delivering 25-40% more impressions than projected.

Transforming Streaming Measurement: Roku & iSpot Partnership

The LA event concluded with Ziggy Zografakis from Roku spotlighting the growing collaboration between Roku and iSpot. This partnership is a pivotal step toward unifying measurement across brands, agencies, publishers, and ad platforms. By integrating efforts like clean rooms and data solutions, the Roku-iSpot collaboration is transforming how advertisers measure and optimize streaming campaigns. 

Ziggy emphasized the importance of innovation in cross-platform measurement, ensuring all stakeholders have a unified view of ad performance to enhance investment value and audience targeting. He also shared a compelling stat: 30% of the reach from Roku’s marquee ads was unique, capturing audiences not reached by other CTV buys, showcasing the power of a cohesive, cross-platform strategy.

The common thread throughout both events was clear: as the media landscape continues to evolve, brands must prioritize transparent measurement and actionable insights to drive effective advertising. Whether it’s refining content for high-profile events like the Olympics or adopting innovative measurement strategies for streaming platforms, iSpot is helping brands discover the full potential of their ad investments.