Meta, the company formerly known as Facebook, is on a mission to create a brand new world — within the metaverse. Based on creative assessment insights, consumers are responding to the first video campaign since the rebrand with a sense of curiosity. So, how will Meta make real-time TV ad decisions and optimizations with messaging that hits the mark and reaches the right audience?
Meta will continue to leverage sophisticated, full-funnel TV ad measurement. The brand has trusted iSpot TV advertising analytics at every stage — from concept to airing to conversion — and even integrated it within the Neustar platform to understand TV’s impact versus other marketing channels.
Afia Sheikh, Senior Director of Customer Success at iSpot, recently caught up with Deryck Boulanger, Sr Manager, Decision Science at Meta, during the Brave New Worlds event hosted by Neustar to learn how his team incorporates TV ad measurement into their media mix and multi-touch attribution models. Deryck outlined two key ways iSpot helps Meta optimize TV investments with better data and analytics:
- Meta seamlessly integrates iSpot TV ad measurement into their MTA and media mix models. The high-quality, structured data from iSpot significantly reduces the effort and time commitment needed to structure and maintain the data set.
- Meta relies on the robust, representative panel from iSpot to make fast and accurate decisions . TV ad analytics need to represent the population brands are trying to reach. That’s why Meta trusts the representative panel of 24 million smart TVs and set-top boxes from iSpot.
Watch the informational session with Deryck Boulanger below to learn more about how Meta leverages cutting-edge data and analytics to optimize TV ad investments.
About the Author
David Coletti is the Vice President of Sports Research & Insights at iSpot, where he spearheads advancement in sports measurement capabilities. With over two decades of related experience at Disney/ESPN, Mr. Coletti is a distinguished figure in the media research community. As Vice President of Research and Insights at Disney, he established the Media Distribution Insights group to improve negotiation strategies with distributors. At ESPN, he was instrumental in incorporating streaming audiences into viewership metrics and helped establish the ESPN+ consumer research unit. His expertise in storytelling and delivering actionable insights make him a pivotal figure in sports media innovation.