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1、BEYOND BRANDINGWhy Multiscreen TV Is a Full-Funnel Performance Engineand Why Great Data Is the Key to Meaningful ResultsTV advertising has always been a must-buy for advertisers.Thanks to its mass reach and premium content,it solidified its place at the top of the advertising ecosystem.Then,digital

2、and social ads explodedonto the scene.Advertisers leaned into them because they were considered easier to measure.Over time,TV evolved and moved across screens.As a result,TV was working harder throughout the funnel,but not always getting the credit it deserved.Rich data became more plentiful and re

3、liable.Advertisers could now better understand audience behavior and develop more targeted,digital-like ad campaigns.Multiscreen TV started being recognized as a performance engine.Advertisers could see multiscreen TV delivered effective results better than“cheap reach”tactics like social ads.Today,

4、advertisers can harness multiscreen TV to drive and understand outcomes throughout the funnel.TV is being leveraged to drive all outcomes from awareness to consideration,to action and now we have the ability to prove it.TVs Evolution Throughout the Marketing Funnel2|Beyond Branding:Why Multiscreen T

5、V Is a Full-Funnel Performance Engine 2025 FreeWheel,A Comcast Company.All rights reserved.AWARENESS(e.g.brand impact)ACTION(e.g.conversions/sales)CONSIDERATION(e.g.website visits)Approaches to PerformanceProving TVs Efficacy Throughout the Marketing FunnelTV has always been a full-funnel performanc

6、e engine and today that performance can be proven through better measurement.The goal of this paper is to highlight TV in all its forms as a performance driver,engaging audiences and delivering measurable results throughout the entire marketing funnel.Through insights and case studies,well aim to de