I don’t buy into this notion that “Everything should be based on this outcomes based mentality,” and that attribution is the key to doing that. Attribution windows are set at what? 30 days? 14? 7? It’s completely a recipe for a short-termism and completely ignores the long-term brand building impact of television. Meanwhile, you ask where the brands are? marketers are turning more and more to branding as their primary focus. Focusing on short-term attribution to drive tv buying decisions doesn’t add up for most.
I view measurement as an iceberg (one that's not melting). What I mean by this is that above the water are 'currency' metrics that allow the buyers and sellers to have a common understanding for basic data that they agree to pay/be paid on. Under the water line are a far greater set of metrics focused on attribution. These may be vertical specific, proxies that provide directional value or definitive sales metrics. The more known and deterministic the attribution measure is, the less the currency measure may matter.
I don’t buy into this notion that “Everything should be based on this outcomes based mentality,” and that attribution is the key to doing that. Attribution windows are set at what? 30 days? 14? 7? It’s completely a recipe for a short-termism and completely ignores the long-term brand building impact of television. Meanwhile, you ask where the brands are? marketers are turning more and more to branding as their primary focus. Focusing on short-term attribution to drive tv buying decisions doesn’t add up for most.
I view measurement as an iceberg (one that's not melting). What I mean by this is that above the water are 'currency' metrics that allow the buyers and sellers to have a common understanding for basic data that they agree to pay/be paid on. Under the water line are a far greater set of metrics focused on attribution. These may be vertical specific, proxies that provide directional value or definitive sales metrics. The more known and deterministic the attribution measure is, the less the currency measure may matter.