Regardless of whether a media channel is addressable or not, it's still reaching strategic and high-value audiences. So, understanding how these different media buys interact with each other [helps buyers] make better investment decisions.
Apps have been the catalyst to transform how we consume information on mobile by providing brands with controlled content environments. GA4 combines data from the two sources into a single suite. Although this was possible before, GA4 has introduced a new framework to make this far more practical and intuitive. This enables us to glean richer insights with customers behaving very differently across apps and websites.
Now that Buzzfeed has begun to diversify our media strategies to include both Television and Digital, having the option to leverage solutions such as Facebook's Cross-Platform Brand Lift and Nielsen Total Brand Effect with Lift presents a great opportunity. We look forward to using cross-platform brand lift measurement to both receive valuable insights about our multi-media campaign performance in a single reporting surface, and also to optimize campaign elements such as spend and creative across both platforms.
To kick off our New TV for Drummies guide, we look at five burning questions every marketer is asking as the home's biggest screen transforms into a channel built for the digital age. Gone are the days of the 30-second TV spot. With the rise of Fast, AVOD, shoppable streams and retail media integrations [ more in our A-Z glossary], television has become a converged content marketplace where data, targeting and creativity collide.
