Navigating today’s marketing measurement challenges — Chris Kelly // Upwave
- Part 1Effective CTV ad targeting & measurement — Chris Kelly // Upwave
- Part 2 Navigating today’s marketing measurement challenges — Chris Kelly // Upwave
Show Notes
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03:46Marketing measurement challengesMarketers face the challenge of advertising platforms measuring their own ads and “grading their own homework”. In addition, the fragmented measurement landscape makes it challenging for marketers to get a holistic view of the overall impact of their advertising efforts.
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06:34Separating delivery, audience, and outcome metricsDelivery metrics ensure ad delivery, audience metrics gauge audience reach, and outcome metrics measure actual impact, the ultimate goal of advertising. Separating these metrics provides a nuanced and comprehensive understanding of campaign success.
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08:40Advertising outcomes and deploying CTV dollarsWith CTV deployments, marketers must prioritize understanding the incremental impact of their advertising efforts. The framework of brand, behavioral, and business outcomes can help marketers focus their CTV deployments on the most valuable outcomes for their business.
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10:31Attribution vs. incrementality thinking in marketingAttribution assumes causation, but incrementality leverages experimental design to determine if ads influenced customer behavior or if the sale would have occurred regardless of the ad. An incremental mindset is crucial to make informed, strategic investment decisions.
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14:51Challenges in the advertising industryChallenges include finances misunderstanding of marketing payoffs and the need for specialized C-level roles in measurement. Lastly, the platforms resistance to third-party measurement makes it harder for marketers to think more holistically across their media plan.
Quotes
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"Delivery and audience metrics are important, they're table stakes. But outcomes are where all the energy should be going in the industry in 2024 because thats what matters. That's why you advertise." - Chris Kelly
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"How should marketers think of deploying their CTV dollars? Make sure you get an outcome thats a result of your advertising." - Chris Kelly
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"MTA offers diagnostic value, but an incrementality mindset is key for strategic investment. It reveals whether ads create a distinct impact, shaping a world different from non-advertising scenarios." - Chris Kelly
- Part 1Effective CTV ad targeting & measurement — Chris Kelly // Upwave
- Part 2 Navigating today’s marketing measurement challenges — Chris Kelly // Upwave
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Part 1Effective CTV ad targeting & measurement — Chris Kelly // Upwave
Chris Kelly, CEO of Upwave, explores CTV ad targeting and navigating today's marketing measurement challenges. CTV can be a valuable channel for B2B marketers, especially if they have a consumerized B2B approach or a large enough customer base to justify the investment. However, some B2B marketers tend to undervalue CTV investments because they primarily focus on short-term ROAS, overlooking CTV’s long-term brand-building benefits. Today, Chris discusses effective CTV ad targeting and measurement.
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Part 2Navigating today’s marketing measurement challenges — Chris Kelly // Upwave
Chris Kelly, CEO of Upwave, explores CTV ad targeting and navigating today's marketing measurement challenges. When the same platform that takes your ad dollars also determines the success of its own ads, we have a measurement problem in advertising. While the dollars seem to pay off when the platform is the one grading its performance, this prevents marketers from holistically evaluating their advertising efforts to make strategic investments. Today, Chris discusses navigating today's marketing measurement challenges.
