outcomes video measurement
outcomes video measurement with David Phillips
There is plenty of research that shows TV advertising drives profit, but marketers don’t just want proof that TV works in aggregate – they want to see results at the campaign level.
At Media, Marketing & Effectiveness David Phillips, Chief Media & Activation Officer, at Environics Analytics, delivered exactly that.
A recent EA study of real campaigns found that:
→ 90% of the campaigns drove incremental short-term sales lift (average +19%)
→ and over two-thirds showed short-term incremental lift in foot traffic
These effects held across diverse brands and categories, demonstrating TV’s strong short-term influence on buyers and visits.
The study, using privacy-safe clean-room data collaboration, linked TV exposure (set-top box data) to detailed SKU-level sales data and mobile foot-traffic data. Audience profiling with PRISM segmentation and Social Values enabled deeper understanding of who responds to campaigns.
The EA analysis demonstrates – in detail – that TV doesn’t just build brands, it drives measurable business outcomes.
Watch the full presentation for the detailed results.
bio
DAVID PHILLIPS
Chief Media & Activation Officer, Environics Analytics
David heads up strategy for media, measurement and activation at Environics Analytics. He is tasked with helping EA’s clients move from insights to activation in a media world that is increasingly dynamic and complex. David has been a senior executive for over two decades, recently serving as President and COO for NLogic. He is well-versed in data and analytics with extensive experience in data, market research and software development. David holds a Master of Arts from the University of Hull, is a regular speaker and participant in industry conferences and sits on the board of directors of IAB Canada.