Video’s importance as a channel is set to increase, especially in a 5G environment. For brands, it’s important both as an advertising channel and as a content marketing opportunity. But there’s still plenty of opportunity to discuss best practices and metrics for video.

On the one hand, for brands with deep pockets, ambitious immersive video experiences can draw massive engagement. On the other hand, expensive productions are not always a good route to ROI, especially when many audiences value immediacy and authenticity. TikTok videos rarely have high production values, but they’re immensely popular with some demographics.

In a presentation at MarTech, Merkle VP of CX Strategy Rocco Albano talks about the challenges of planning  integrated, effective and easy-to-use video experiences, while in an Adtaxi/MarTech Today webinar, Bob Batchelor, director of CX at Adtaxi, urges a simple approach: “The video does not have to be high quality. Authentic videos are more real and are received better by the public. And the video does not have to cost a lot or be time consuming either.”

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With over 8,000 martech tools in Scott Brinker’s landscape, harnessing data for business can be a challenge. But there are some key ways you can maximize resources between marketing and IT teams to leverage insights for better marketing and business outcomes. Join this webinar and learn how to build partnerships between Marketing and IT teams to manage martech tools and connect martech data to reporting tools for improved real-time insights.

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Meet Google Analytics 4. The latest property type includes expanded predictive insights, deeper integration with Google Ads audiences, cross-device measurement capabilities and more granular data controls.

While machine learning-powered insights in Analytics have been available for some time, the new insights and predictions making their way to Google Analytics 4 can automatically alert marketers to data trends such as surging demand for a product they sell.

Among other capabilities, marketers can build and maintain audiences from their visitors across the web and their app. If a user qualified for an audience list due to an action taken on the web and were taken off a list because they completed a purchase within the app, for example, the list would then be automatically updated to remove the user so that they’re not retargeted with ads.

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For the first time ever, Nielsen will measure YouTube’s streaming TV inventory as part of its Digital Ad Ratings and Total Ad Ratings for a more comprehensive view of ad performance on connected TVs. This announcement is part of Nielsen’s Advanced TV product suite which features addressable TV measurement. 

Measurement will start during the first half of 2021, starting with YouTube TV app, then the YouTube app. According to Nielsen’s Beyond Streaming report, YouTube accounts for 20% of all streaming usage in the U.S. 

Why we care. With streaming accounting for a growing percentage of TV usage, these metrics are essential to understanding ad performance across platforms.

“For those in the investment community, I encourage you to make diversity a priority — diversity of gender as well as ethnicity, cultural background and perspective — both on your team and in your investment pipeline. Given the disparities in the industry today, this is not something that will happen by accident. You need to be deliberate in making diversity a consideration in everything you do.” Rana el Kaliouby, co-founder and CEO, Affectiva.