Introduction by Daniel Brackett, Chief Strategy Officer, XR Extreme Reach
This panel discussion will explore whether the digital advertising industry is prepared to transition from a focus on reach to a comprehensive full-funnel video strategy. We’ll explore the limitations of using reach as the primary metric for video campaigns and delve into the current state of full-funnel video measurement via currently available tools and methodologies for measuring video campaign impact on various stages of the funnel – from awareness to conversion. We’ll also explore the challenges and solutions for integrating data from various sources to accurately attribute conversions to video campaigns.