Consumer confidence is at its highest level since 2000 – and consumer confidence is often a factor in driving higher consumer spending.1 In fact, the 2018 holiday season is projected to be the first-ever to hit $1 trillion in the US.2 With such strong economic indicators, many marketers will likely increase their ad budgets between November 1 and December 25 to help ensure they capture their share of a successful spending season.
Last year, retailers spent a whopping $1.3 billion on holiday advertising.3 However, this does not necessarily mean marketers are simply throwing money at the opportunity. With more data, targeting, and measurement capabilities at their fingertips, accountability is now more tangible. Precise targeting and tracking ad effectiveness are critical for the discerning marketer to justify ad investments. Point no further than the rise of a new C-suite executive that more brands are hiring: the Chief Growth Officer. It’s not enough to bring awareness to a brand; today’s marketers also likely need to prove that they can grow revenue while decreasing cost per acquisition and increasing average order size.
One of our requirements as an ad platform is to live and breathe the needs of our marketer and agency clients. Their needs and pain points become ours. And as our clients plan and measure more holistically this holiday season, we need to be able to target the right audiences and track consumer journeys from impressions to completed sales, regardless of where the ad impressions came from. Our role is to help marketers not only track and account for their spend across screens but to be able to help prove media value and overall ad effectiveness.
We can’t do it alone. As such, we partner with leaders in the measurement field to bring vital measurement solutions to our TV and digital clients. Addressing the gap between linear TV and digital measurement has been one of our highest priorities, and we have developed innovative solutions with Kantar Millward Brown, comScore, and Nielsen. In the midst of the holiday season, we wanted to go a bit deeper – into real world outcomes – and bring one more solution to our clients: Placed Attribution for TV.
As a Preferred Partner of Placed, we are often an early adopter of their new capabilities. Most recently, we integrated their latest solution which connects linear TV ad exposures with desktop, mobile, and CTV ad exposures. This allows us to provide our clients with holistic in-store attribution measurement as well as unique reach measurement of linear TV and digital campaigns.
The holiday season abounds with opportunity, but it can also feel overwhelming for marketers and media buyers, with a dizzying array of screens and touchpoints to reach shoppers. With an 87.7% projection of total retail spending happening in brick and mortar locations this holiday season4, we’re overjoyed to be working with Placed to bring more value to our clients by helping them to connect the dots between ad spend and sales outcomes.
This article contains forward-looking statements. In some cases, you can identify forward-looking statements by the words “may,” “will,” “expect,” “intend,” “plan,” “objective,” “anticipate,” “believe,” “estimate,” “predict,” “project,” “potential,” “continue” and “ongoing,” or the negative of these terms, or other comparable terminology intended to identify statements about the future. All statements other than statements of historical fact are statements that could be forward-looking statements, including, but not limited to, statements about the potential and effectiveness of of a new Placed TV measurement solution. These forward-looking statements are subject to risks and uncertainties, assumptions and other factors that could cause actual results and the timing of events to differ materially from future results that are expressed or implied in the forward-looking statements. Factors that could cause or contribute to such differences include the dynamic and rapidly evolving sector, as well as the highly competitive industry that RhythmOne operates in, which make it difficult to evaluate prospects. These and other risk factors are discussed in RhythmOne’s Annual Report for the period ended March 31, 2018. The forward-looking statements in this press release are based on information available to RhythmOne as of the date hereof, and we assume no obligation to update any forward-looking statements.