Brands and agencies are eager for TV-buying metrics that are closer to what they’ve come to expect from digital, but this is still a future prospect for TV and online video. Specifically, cost-per-visit is highly aspirational. It would entail people seeing a commercial on their smart TVs, which are associated with their phones via the device graph; then, the phones would be “seen” inside a Target or Walmart using Beacon technology or via Wireless/Bluetooth IP signals to close the loop and link ad views to store visits.
Performance-based buying metrics
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