Could a Unified, Independent Measurement System for CTV Be Close?

Creativity is king

In the age of distraction and second screens, marketers must lean on creative more than ever. “We’re in media—bidding, optimization, measurement—but the creative is the thing that consumers actually see,” Vanderhook said

Vanderhook shared the recent Molson Coors ad starring actor Christopher Walken as an example of powerful creative that holds the viewer’s attention.

Anna Johnson, director of precision at Molson Coors Brewing Company, said that effective creative is about knowing your diverse audience and finding the right message to reach them.

“It’s really understanding who all of our different audiences are and matching those relevant messages,” Johnson shared. “How can we start with the big buckets of the big audiences? Are you a regular drinker? Are you in the category? Are you in the adjacent category? How can we try to speak to you differently?”

David Isaac, VP of marketing operations and creative production at Chobani, said that his strategy is to connect with viewers on a human level.

“On the creative side of things for us, it’s bringing a really human message and giving that audience just a moment of connection in a sea of a lot of sameness out there. Just something more authentic, something that actually is worth their time,” he said.

Isaac also emphasized the importance of creative marketing to focus the audience’s attention. He recommended that marketers look “beyond the metrics of impressions” and get the right message in front of the right person at the right time.

Vanderhook urged marketers to understand the types of shows and content that their ads are playing on so they can have creative that matches the tone and style.

“When you do that, attention levels are super high,” Vanderhook explained.

Featured Conversation Leaders

• Jen Duensing, SVP, Performance Media, Spark Foundry
• David Isaac, VP, Marketing Operations and Creative Production, Chobani
• Anna Johnson, Director, Precision, Molson Coors Brewing Company
• Elizabeth Latham, VP, Riott Media Strategy and Operations, Marriott International
• Will Lee, CEO, ADWEEK
• Yan Liu, Co-Founder and CEO, TVision
• Chris Vanderhook, Co-Founder, Chief Operating Officer, and Board Member, Viant