asiCast 180: Profit Ability 2 – TV’s role in performance marketing
In recent years, especially post-pandemic, there has been a great deal of emphasis placed on performance marketing. In this asiCast our Research Director Richard Marks discusses with Thinkbox’s Director of Research and Planning, Matt Hill, how its Profit Ability 2 study seeks to address some of the misunderstandings that have arisen from this level of attention. As with the first Profit Ability study, it seeks to bridge the communications gap between marketing and finance departments and present advertising as an investment for growth rather than a cost and a drain on resource.
Having spent 10 years at Thinkbox, Matt explores with Richard the work he will be engaged with when he joins Sky Media to head up its Insights and Measurement team. They also look back over those 10 years and consider how there has been a movement away from ethnographic studies to a much greater engagement with big data and econometric analyses. For a proper understanding of the unique contribution TV makes, both quant and qual studies are needed to bring the research to life – bar charts alone won’t deliver. Recognising how people behave still matters.
Matt Hill will be speaking at this year’s asi International Television & Video Conference on 6th-8th November in Venice, Italy.
Matt Hill talks with Richard Marks:
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