Roku’s just-released predictions for 2023 reveal a number of key insights about the year ahead. In this post we discuss our expectations for measurement over the next 12 months, including our forecast that half of brands in the Ad Age 100 will use multiple KPIs to pressure test their first-party data. Read on for more.
In 2022, measurement providers vied for dominance in bake-offs held by TV media sellers. While the outcome of that process remains to be seen, us one takeaway is clear: Instead of a monolithic currency, we will have a spectrum of metrics that brands can use to measure what is most important to their campaign.
In fact, we believe that during the 2023 upfronts, half of brands in the Ad Age 100 will trial measurement on multiple KPIs to pressure test their (and their partners’) data from direct relationships with consumers.
For some marketers, this will mean simply measuring performance outcomes — subscription sign-ups, vehicle test drives, product sales, and more. For others, especially consumer packaged goods brands and others lacking extensive transactional data, brand-building and reach will continue to be important metrics. But even for this latter group, the available data will allow for much more granular audience planning, along with the assurance that campaigns delivered against plans.
Driven by a growing sense of urgency from marketers and publishers alike, 2023 will be the first year cross-platform currencies underpin a meaningful volume of TV ad spend.
The future of measurement will depend on companies — brands, publishers and platforms — that have pre-existing, trusted relationships with their customers. Advertisers have a clear choice: partner with these companies, which are usually household names, or with third-party intermediaries that lack a direct relationship with audiences.
Leading brands cannot afford to choose currency measurement that isn't built on the accuracy and trust of direct consumer relationships.
In other words, the future of currency will have to be a collaboration between advertisers, publishers and vendors to build solutions together based on what assets each can bring to the table.