But even where data is available, are marketers drawing the right conclusions?
During a speech at the conference, Internet personality and Vaynerchuk Media founder Gary Vaynerchuk argued that marketing objectives don’t often align with sales. “We trade on data that can be manipulated to do anything you want,” he said.
He railed against programmatic, saying the ad exchanges trade on math that doesn’t add up, and that banner ads – because of their intrusiveness – have a negative impact on sales. Vaynerchuk also said marketers – often under the directive of the CEO – spend too much on TV and expect other mediums to be measured and perform just like TV does.
While marketers in attendance sympathized with his points, many were reluctant to discount the effectiveness – and predictability – of traditional media.
“I don’t agree that TV and banner ads are nonsense as he portrays,” Muccilli said. Sure, TV is “less effective than it was decades ago, but it’s still a powerful channel.”
Brian Wieser, senior analyst at Pivotal Research Group, also argued banner ads are effective in certain situations.
Marketers are also breaking new ground in measuring media that wouldn’t have been measurable before.
Nissan, which has an all-encompassing college football partnership with ESPN, has been using Rentrak to measure when its stadium billboards appear on the screen, according to Jeremy Tucker, VP of marketing communications and media for Nissan.
Its “Heisman House” campaign – a mix of multiple forms of media, from TV to experiential – not only garnered millions of impressions in various activations, it drove the bottom line too: It was directly responsible for 2% of Nissan’s sales.