Measuring contextual intelligence success
Stewart shared that his team is realizing that longer ad engagement and higher video completion rates strongly correlate with downstream results. “It sounds like a pretty simple equation, yet we work in an industry that’s been accepting one second as a video view,” he said.
Axelrod cited pharma’s long lead time as a measurement challenge, explaining it can be hard to know if someone goes on to get a prescription after seeing an ad. Metrics like brand lift can help. For instance, the eye-care brand saw a 3X lift above its benchmark after applying the contextual intelligence layer.
“When you have these brand names that we might not be able to pronounce, the fact that people were able to recall that and say, ‘I recognize that brand name’ was great to see,” she said.
Unrau acknowledged measurement’s evolving challenge. “We’re working toward tying an omnichannel contextual strategy back to a larger kind of successful performance metric,” she said.
