Metrics Revolution: Beyond Impressions in the Connected TV Era

The Measurement Apocalypse

Traditional advertising metrics are dead.

Views? Impressions? Reach?

These are relics of a bygone era.

The New Measurement Paradigm

• Engagement over exposure
• Quality over quantity
• Human connection over statistical abstraction

The Metrics That Actually Matter

1. Community Resonance

• How deeply does content connect?
• Do viewers share the experience?
• Does it spark conversation?

Key Insights

• 79% feel deeper connections through co-viewing
• 75% build viewing routines around content

2. Contextual Relevance

• Is the content personal?
• Does it speak to individual passions?
• Can viewers see themselves represented?

Emerging Standards

• 73% want personally relevant content
• Only 15% care about professional production values

3. Transformational Impact

• Does the content change behaviour?
• Can we measure actual business outcomes?
• Beyond awareness, what’s the real influence?

Case Studies in Next-Generation Measurement

Nissan’s Experimental Approach

• 30 creative variations
• 7 distinct audience segments
• 12% sales lift through precision targeting

Coty’s Fragrance Campaign

• 63% campaign reach through CTV
• Became #4 in men’s fragrance category
• Measured consideration, not just views

The Measurement Tech Stack

Essential Tools

• Nielsen Total Ads Ratings
• Brand Lift studies
• Cross-platform analytics
• Audience sentiment tracking

The Human-Centric Measurement Manifesto

1. Measure connection, not just consumption
2. Prioritize quality over quantity
3. Track transformational impact
4. Embrace complexity
5. Listen to the audience

The Future of Measurement

Metrics will become:

• More nuanced
• More human
• More meaningful

Are you ready to measure what truly matters?

Contact Dorrington Media today!