Tom Keaveney, EVP of Business Development at iSpot, sheds light on one of the media industry’s toughest challenges: accurately measuring business outcomes in a fragmented landscape.
Although unifying measurement isn’t a new challenge, the rapid growth of content across devices and platforms has made it even more complex—and critical.
Today, effective video ad measurement requires viewing outcomes as dynamic metrics that can be tracked and optimized throughout the ad lifecycle, across every touchpoint.
By adopting an always-on mindset, advertisers can optimize earlier in the process to ensure stronger business results like website visits, in-store and online purchases, and brand awareness.
In this full interview, Tom dives into the complexities of connecting ad exposure to real-world actions and how iSpot approaches video ad measurement.
Want to learn how to connect the dots between creative resonance, ad exposure, and real-world consumer actions? Download our new guide: Video Ad Outcomes Reimagined: Action Plans for Measurement Across the Funnel.