The Secret Sauce Behind Marketing Hellmann’s And Its West Coast Twin, Best Foods
Chris Symmes, director of dressings for Unilever North America, on marketing Hellmann’s and its West Coast counterpart, Best Foods.
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OPINION: On TV & VideoSamba TV On Why Measurement’s Future Is All About Incremental Reach And Guaranteed Outcomes
TV measurement providers in the streaming era have quite a lot of boxes to check. But according to Samba TV, all is naught without incremental reach. Marketers are missing out because the current CPM model “doesn’t deduplicate across screens,” said Samba TV’s CEO, Ashwin Navin.
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OPINION: The Sell SiderHow FT’s Investment In Brand Lift Measurement Is Maximizing Its Branded Content Strategy
To better monetize branded content, the Financial Times is investing more in brand lift measurement. FT is partnering with analytics provider Brand Metrics to implement the firm’s ad exposure algorithms into FT’s multiplatform approach to branded content, said global insight director Enzo Diliberto.
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OPINION: On TV & Video'What Gets Measured, Gets Managed'
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Tom Jenen, Chief Revenue Officer of Brand Metrics. Peter Drucker was right when he wrote, ‘What gets measured gets managed.’ Known as the father of modern management, Drucker was revered for his books and articles […]
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