SANTA MONICA, Calif. — As advertisers seek to drive results across various platforms, connected TV is emerging as a key opportunity for performance media.
While traditional TV advertising has focused on reach and frequency metrics, Matt McDonald, Global Head of Connected TV & Streaming at Google said advertisers are increasingly looking for ways to understand how their campaigns drive awareness, consideration and action.
In this video interview with Beet.TV, McDonald discussed how Google is working to make it easier for brands to measure and attribute conversions across devices.
“Advertisers have the ability through their regular cross-device campaigns to include CTV inventory and measure the actions and shoppable events on the big screen,” said McDonald. “And I think that’s a big opportunity.”
Google has been investing in ways to allow consumers to engage and connect with ads on the big screen, whether through QR codes or a functionality called “send to …