The search for transparency in digital advertising, the war of streaming, contents that are more and more experiences, the development of addressable TV and the evolution of metrics. These phenomena, which have been going on for some time, will continue to continue in 2020 according to the professionals of Verizon Media, Freewheel, Xaxis and Flashtalking.
Erik Rosa, Managing Director, Xaxis Italia
In 2020 we will see an evolution of measurement systems
“Advertisers are aware of the limitations and shortcomings and current metric measurement systems with which online advertising is measured. Metrics such as click-through-rate or cost-per-click are now outdated and inadequate in representing the success of a campaign. In 2020, we will see an evolution of measurement systems. To be effective, however, each evaluation must be linked to results that are able to determine the real impact in terms of business, whether it is awareness, brand recall or sales.
The application of this measurement approach may be frightening, but this is where artificial intelligence comes to the aid of advertisers, efficiently and accurately monitoring the overall performance of the campaigns. Through intelligent algorithms capable of constantly monitoring the various activities and comparing them to pre-established measurements, advertisers can obtain a precise picture of the elements that generate the results and those that do not generate them, instantly optimizing the action to maximize results ".
