This article is a WTF explainer, in which we break down media and marketing’s most confusing terms. More from the series →
TV and streaming ads have historically been bought on the basis of how many people are shown an ad. But performance-minded marketers prize how many people did something after seeing an ad, such as visiting an advertiser’s store or purchasing its product.
This emphasis on performance has led some TV network and streaming service owners to offer guarantees based on their ability to deliver against specific business outcomes. As explained in the video below, the ad sellers are not so much pledging to generate a specific outcome count as a relative impact.
More in Future of TV
Future of TV Briefing: How the European creator economy compares to the U.S.
This week’s Future of TV Briefing recaps the conversation with Whalar’s Emma Harman about the European creator economy during last week’s Digiday Publishing Summit Europe.
Future of TV Briefing: A Q&A with MSNBC’s Rashida Jones
This week’s Future of TV Briefing features a conversation with MSNBC president Rashida Jones about how the TV news network’s digital strategy has evolved this year and how that figures into its Election Day coverage plans.
Future of TV Briefing: Inside The Wall Street Journal’s video-based approach to this year’s election coverage
This week’s Future of TV Briefing looks at how The Wall Street Journal is using video to cover this year’s U.S. presidential election.