In our 2018 report TV Viewability in the Age of the Distracted Viewer, we found that 66% of marketers wished they could tie TV exposure to in-store sales, but that less than half were actually doing so.
Two years later, omnichannel measurement has only become more important. And yet, we’ve found that the metrics marketers rely on to evaluate the success of their omnichannel campaigns remain fragmented.
At the same time, marketers aren’t so sure about the idea of a new single currency to evaluate omnichannel campaign performance, either. While marketers are indeed constantly searching for better ways to track performance and meet their goals, only about a third believe there should be a new kind of metric created specifically to measure omnichannel success.
The pathway forward presents challenges, as marketers are increasingly in need of more reliable and all-encompassing identification currencies that enable personalization and measurement. But there are tactics being embraced by savvy marketers as one-to-many channels like TV and out-of-home evolve in the digital space.
Our new report, TV’s Role in an Omnichannel World, breaks down the strategies marketers are using to tackle the challenges presented by today’s quickly evolving advertising landscape. In addition, the report delves into marketers’ current state of mind on TV advertising and explores the new and emerging technologies that are helping them reach their target audiences and get the most ROI out of their TV advertising campaigns.
To learn more, download TV’s Role in an Omnichannel World now.