One of the challenges of video measurement is the vast and different ways that users consume video - they're watching linear and CTV content across a variety of devices and platforms. But, effective video measurement is vital to understanding the success of video advertising, especially for large brands with considerable ad budgets, like Anheuser-Busch.
Paolo Provinciali, vice president of media for Anheuser-Busch, breaks down their pioneering video measurement strategy for Think with Google. He writes that their plan, "breaks traditional silos to plan video holistically," reconsiders planning for optimal reach, and "balances short-term goals with long-term equity."
To accomplish this level of analysis, Paolo and his team rely on several partners for attention data -- including TVision, Adelaide, and Google. Paolo explains, "We’re also evolving our approach to “attention optimization” — ensuring viewers’ eyes are on their screen when an ad is playing. For linear TV, we’re working with metrics specialist TVision to determine how much of our audience is actually viewing our ads and to see how much viewability improves when we optimize our buys."
To learn more about AB InBev's innovative strategy, be sure to also check out the AdAge article reporting on the brand's work to maximize viewer attention with A+E Networks.