Originally posted on MediaPost

By Tom Turner, SVP, Direct Response, Active International

A recent study by Advertiser Perceptions revealed that current “economic uncertainty is driving advertisers to prioritize performance over brand safety.

Fortunately, a focus on performance media achieves both. As we head into upfront season, there is a reason you’re hearing the term “performance media” now more than ever. Data, and the collection of it, has never been more robust.

Some brands will even admit that they have more data than they know what to do with.  As a result, many are not harnessing it for its greatest potential value … as an indicator of how well their media is performing.

Look no further than direct-to-consumer (D2C) advertisers if you want to understand the most practical use of data to drive media optimization.

D2C advertisers are on the front lines of using first- and third-party data to better inform their media strategy.  

There was a time when only certain media channels were trackable for performance.  If a viewer dialed a unique 800 number on a TV ad, you knew what network they were watching. Or if they clicked on a banner ad, it was simple for digital strategists to know what site worked for driving leads.

Today, virtually all media can be attributable due to the proliferation of data tracking that exists.

With the right data attribution platform advertisers no longer rely on last touch attribution.  Instead, advertisers correctly apply multi-touch attribution to understand which media channels are truly driving meaningful KPI lift.  

Sure, the efficiency and flexibility of performance media make it a huge draw for D2C advertisers looking to build their brand while maximizing their return on ad spend. After all, every dollar counts when trying to move sales and beat expectations. However, the real star of the show is knowing how to apply the right data in the right way to guide optimization.

Which is why more advertisers are considering themselves “performance” advertisers in today’s market. Reporting and analyzing impression delivery, reach, and frequency are still mainstays in our industry and stand front and center when it comes to building a brand.  But focusing on data and analytics that decipher which media works best for driving business outcomes … that is new marketing.

Today’s most successful growth brands are those that emphasize audience reach while giving consumers a direct opportunity to respond or purchase product within the message.  Using third-party attribution platforms like iSpot, Extreme Reach, or TV Squared (to name a few) can help advertisers understand which media is driving tangible results beyond audience measurement.  Results that drive actionable insights and measurable bottom-line growth.

Virtually all brands are looking for engagement with viewers.  Visit a website, purchase a product, sign up for a service or simply request more information. With the right attribution platform and the acumen to understand what data means, advertisers can drive improved business outcomes while also building their brand…in real-time.  It’s called Performance Media.