TVOT NYC 2024: Video Is a Full-Funnel Solution

LINK TO SESSION AUDIO

ALL PHOTOS FROM SESSION

TV is often considered the greatest branding and awareness mechanism in marketing history. Despite the belief in TV’s power to impact the top of the funnel, middle and lower funnel actions have frequently been attributed elsewhere. In this session we will explore the innovations in measurement that are enabling marketers to verify what they’ve always known: video is a full-funnel solution. Join us as we discuss the technology, capabilities and partnerships that are making full-funnel measurement a reality. Panelists include:

• Ben Vandegrift, VP of Measurement Solutions and Innovations, VAB (Moderator)
• Celeste Castle, EVP/Head of Research and Measurement, Dentsu
• Katy Loria, CRO, FreeWheel
• Travis Clinger, Chief Connectivity and Ecosystem Officer, LiveRamp

TOPICS

Video advertising, measurement strategies, CTV capabilities, holistic approach, addressable media, programmatic growth, first party data, quality media, consumer journey, real-time measurement, signal loss, interoperable solutions, marketing evolution, future predictions