Campaign Outcomes Supersede Other Media Metrics: OMDs Kelly Metz Beet.TV [Video]

LAS VEGAS – People watch television programming across a growing array of streaming platforms and connected devices, challenging marketers to measure the effects of their advertising campaigns. Amid this fragmentation, business results underlie media-buying strategies.

“When we think about measurement at OMD…we’re more focused on where we should be focused, which is client outcomes. It’s not really about the spots or the dots or how many households,” Kelly Metz, chief investment officer at Omnicom Group’s OMD USA, said in this interview at CES 2025 with Julian Zilberbrand, chief executive of Ivey Milton Consultants.

Ad Currencies

With the growth in streaming, the media and advertising industries have sought better ways to set the value of advertising transactions, or what are known as currencies. Debates about the best media currencies are ongoing as measurement providers sharpen their capabilities.

“We are enjoying the battles for TV currency and measurement and seeing what benefits those achieve from a cost-reduction perspective for our clients, …