WTF are outcome-based measurement guarantees?

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.

https://digiday.com/?p=535814

More in Future of TV

Future of TV Briefing: Media Rating Council identifies ‘the problem of our time’ for measurement

This week’s Future of TV Briefing looks at how the industry’s measurement arbiter is looking at ensuring measurement systems are able to reliably identify audiences across channels in a privacy-compliant manner.

Future of TV Briefing: Making sense of the TV industry’s latest measurement moves

This week’s Future of TV Briefing looks at the recent developments in the TV measurement market on the eve of this year’s upfront negotiations.

Future of TV Briefing: How Axios Entertainment is looking to expand its original programming business

This week’s Future of TV Briefing looks at how Axios’s entertainment division has its eyes on moving physical production in-house and getting into scripted programming.