Media channels are often measured on a one-size-fits-all basis, putting the emphasis on efficiency instead of effectiveness, but this is beginning to change.

Why it matters

Measuring cross-channel can be efficient, since it drives down overall price-per-outcome, but it diverts attention from analyzing the value of distinct channels, which each have unique capabilities.

Takeaways

• New channels are partly what’s pushing media toward greater emphasis on effectiveness; CTV and in-game advertising both go beyond commoditized internet ad measurement approaches.
• CTV can be measured using unique incremental effectiveness metrics such as cost-per-completed view and cost per acquisition – which can...