All Posts From Establishing Baseline Performance Before Campaign Launch for Accurate Media Measurement

Modern media measurement faces a significant hurdle, especially when dealing with large-scale, multi-channel investments like TV and Connected TV (CTV). Marketers frequently struggle with inaccurate or inflated Return on Investment (ROI) reporting, making it difficult to pinpoint the true value…

It’s a common scene in households everywhere: the TV is on, but everyone has smartphones in hand. In fact, 88% of Americans use a second screen while watching television, splitting their attention between multiple devices. This behavior creates a significant…

Research shows that the average customer interacts with 7-8 touchpoints before converting in today's complex digital landscape. This multi-channel journey makes it increasingly challenging for marketers to accurately measure the impact of their marketing efforts when relying solely on last-click…

Traditional advertising forecasting has historically relied on relatively straightforward methods: extrapolating from historical performance data, accounting for seasonal fluctuations, and making adjustments based on planned spending increases or creative changes. While these approaches provided a baseline for planning, they frequently…