incrementality measurement TV

Most people have already heard of Pizza Hut. But high awareness isn’t enough to generate new and consistent sales. Which is why well-known brands like Pizza Hut are looking to new channels, including CTV, to drive incremental sales by reaching younger and, hopefully, incremental audiences who could eventually turn into repeat customers.

For years, video completion rate (VCR) has been a top metric for digital marketers. But as a standalone measurement metric, VCR doesn’t cut it anymore, writes Katie Cladis, VP of product at Digital Remedy. While it can illuminate aspects of advertising’s performance, it just shouldn’t be at the very center of a modern video ad campaign.