Dade Hayes Finance EditorNBCUniversal has debuted what it says is “the next step in the future of measurement:” Total Investment Impact, a way to measure the effectiveness of spending across campaigns, screens and platforms.Kavita Vazirani, EVP of Insights & Measurements, and Pankaj Kumar, SVP of Advertising Impact, outlined the new offering in a blog post Thursday.
Honda is participating in the beta launch.“The real value of Total Investment Impact lies within its continuous learning model,” Vazirani and Kumar wrote. “Once put into motion for an advertiser, the results from each NBCU campaign are used to build outcome-driven plans based on the latest model results.
Read more on deadline.com
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