In the multichannel advertising world, video producers are having a hard time tracing their efforts back to the sales or leads that their shows are generating. It’s not for a lack of trying; it’s just that with so many digital and traditional channels hitting consumers from all angles, marketers can’t always budget properly — and, in some cases, know whether
anyone is even seeing (and responding to) their ads at all.
This reality doesn’t always sit well with marketers, most of whom want to be able to connect the dots between their
creative/media investments to specific results. “Advertisers can get stuck in their old ways of determining a campaign’s
success or failure. Meaning, ‘We got X number of calls, leads, or web hits,’” says Dena Levy, producer/director at Two-D
Productions in Calabasas, Calif. “With things so fragmented today among mobile, digital, social, streaming, and regular