Episode 7

ARE ADVERTISERS IN CONTROL?

As the industry focuses more on TV’s measurability and accountability, advertisers need to use the data they collect to design campaigns optimized for the audience experience.

In this episode, we chat with Jo Kinsella, President of TVSquared, and Joel Kalinowski, VP of Conversion Rate Optimization at Marketing Architects, about how the industry is recognizing the value of transparent metrics.

Topics Covered

• The early lack of interest in measuring and optimizing TV

• How new viewing habits have created new challenges for advertisers

• What it takes to put together a successful, measurable, performance-driven campaign

• The growing importance of focusing on optimization

Episode Highlight

“I think what comes up most often is listening to customers. I think every business has to find a way to listen, whether that's bigger things like what we do with user testing, to smaller things like surveys, or even just watching your complaint logs to see if there any repeating patterns or anything that we need to address. Customers, whether we want them to or not, are constantly giving us information or feedback about what's working and what isn't. We just have to be there to listen and then have the acumen to take action on it.”

—Joel Kalinowski