How outcome-based measurement may figure into this year’s upfront market

In a recent Future of TV Briefing, Digiday+ members had exclusive access to a look at how business outcome measurement and guarantees may figure into this year’s upfront market. Get a taste of this member-only briefing below and [subscribe]( to stay ahead with full access to original research, exclusive content, reports and guides, member events and much more. [SUBSCRIBE]( [Future of TV Briefing: How outcome-based measurement may figure into this year’s upfront market]( [By Tim Peterson, sr. media editor]( [TV and streaming advertising remains predominantly a game of reaching as many people as possible. But generating results from that reach — such as foot traffic to stores and downloads of mobile apps — has been a growing consideration among ad buyers and sellers and may play a bigger role in this year’s upfront market.]( [“The number of advertisers [in this year’s upfront market] that are going to presuppose that you’re talking about the full loop [from reach to conversion] as part of the conversation, that’ll be at an all-time high,” said Sean Cunningham, CEO of VAB, the industry trade organization representing TV networks.]( [A+E Networks has been among the sellers pitching advertisers and agencies on transacting against business outcomes, having started offering business outcome guarantees in 2018. This year the TV network owner will add a pre-campaign planning tool to the mix. Called InterAction, the tool uses MarketCast’s brand and ad recall data, EDO’s search-based behavioral data and TVision’s attention data to provide advertisers with a look at how A+E Networks’ audience performs against attention, recall and search metrics before committing to buying against business outcomes via the company’s Performax program.]( [READ MORE]( Recent Member Exclusives [Media Buying Briefing: Influencer marketing looks to grow with AI avatars and shoppable content]( [READ MORE]( [Marketing Briefing: Madison Avenue, Hollywood get closer, with marketers more ‘open to bigger investments’ in entertainment]( [READ MORE]( [Walmart will beef up its retail media network with Vizio acquisition]( [READ MORE]( [Share]( [Tweet]( [Share]( [Forward]( Digiday Media 462 7th Ave Office 06-01 New York, NY 10018 You received this email because you're signed up to receive email from Digiday. Unsubscribing will remove you from ALL Digiday email. [Preferences]( | [Unsubscribe](