Jun 1, 2021
Flip was featured in the recent product roundup from Streaming Media Magazine. What new feature has been introduced to the market recently? OTT ad measurement and attribution has been evolving rapidly. Originally, advertisers relied on video completion rates and impressions, and that was pretty much it. Recently, measurement solutions have started to emerge that let…
Flip was featured in the recent product roundup from Streaming Media Magazine.
What new feature has been introduced to the market recently?
OTT ad measurement and attribution has been evolving rapidly. Originally, advertisers relied on video completion rates and impressions, and that was pretty much it. Recently, measurement solutions have started to emerge that let brands track what happened after the ad was served. Did someone visit the brand’s website? Did they buy a product? How much money did they spend? These solutions, Flip being one of them, are able to take this type of media and associate a direct return on ad spend, and even optimize that return on ad spend as the flight progresses. Additional offerings are continuing to emerge that allow brands to get even more granular, taking into account things like incrementality or incremental sales lift analysis, which is a huge focus on our Flip H2 Product Roadmap.
What does it do?
Incrementality answers the question: Which of these conversions would not have happened otherwise?
A brand’s digital advertising presence typically extends into multiple media types far beyond OTT (social, display, search, etc.), with an established consumer demand and brand awareness. Incrementality determines the actual lift a campaign generates above that existing demand. Through Flip’s incrementality offering, advertisers can isolate and measure the true impact of the OTT/CTV campaigns they run with us, while accounting for the basic fact that often they’re doing a ton of other things in other mediums that are hitting the same people. What we want to know is which of those people converted because of our OTT/CTV touch specifically, and what impact did this touch have on other media the brands are running.
Why is this important?
Digital marketers face growing pressure to identify the channels and tactics that generate the most value for a brand’s bottom line. As a result, marketing efforts, including targeting and measurement techniques, have
become more sophisticated in recent years. Marketers of all sizes want to know the true impact of their campaigns and are now rethinking how they can best evaluate them.
The industry is evolving from a conversion-performance focus to the more objective measure of incremental lift. Traditional performance metrics like clicks and impressions are losing their luster, and higher-value metrics like revenue and net-profit are difficult to obtain. While traditional metrics only scratch the surface, incrementality goes deeper.
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