WTF is geo-based omnichannel measurement? | Connecting campaign measurement across channels, online and offline
By Blis This WTF guide, sponsored by Blis, explores how geo-based omnichannel measurement works, what it looks like and its benefits to advertisers.
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WTF is geo-based omnichannel measurement?
Marketers need a long-term solution for cross-screen measurement that delivers the results advertisers are accustomed to without getting lost in siloed inefficiencies or proxy metrics. As new programmatic channels emerge and the availability of cookies and personal identifiers decline, the industry faces an urgent challenge: developing an omnichannel measurement framework that addresses these shifts.
Moving away from the dependence on cookies or IDs and letting go of the traditional one-to-one attribution mindset requires connecting all campaign touchpoints, whether an ad is seen on TV at home, on a mobile phone or an out-of-home screen. This new approach must address current limitations while aligning with new consumer behaviors and media consumption habits. Most importantly, it must focus on metrics that truly matter to marketers and their business outcomes.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more
Source:: Digiday