ORLANDO – Consumers have more ways to watch their favorite shows at any time as more programming is distributed through internet-connected devices such as smart TVs and mobile phones. This fragmented media environment challenges advertisers to track the effectiveness of these channels within a broader campaign.
“It’s clear that there is real emphasis on multichannel marketing … TV, CTV, digital video and other channels,” Sam Bloom, chief executive of Camelot Strategic Marketing & Media, said about this year’s ANA Masters of Marketing Conference. “There’s going to be a greater, that you already see, the greater emphasis on performance and measurement and outcomes.”
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His agency works with a variety of measurement and analytics platforms including EDO Inc., whose technology helps to see how commercial airings affect outcomes such as internet searches.
“We love working with a company like EDO, where they’re pairing TV airings with Google searches, and you can actually …