XAD spoteffects

TV Needs Its Own Performance Metrics

In an Adzine interview, Maria Riecke-Katsoulas argues that television requires measurement approaches tailored to the medium rather than direct transplantation of digital performance mechanics. She says linear TV remains a powerful impact medium and can deliver both short-term response and long-term brand effects when combined with CTV and digital channels. Her team links spot airing data, reach models and minute-level digital response signals (using partners such as Spoteffect and CND Motion) to quantify TV-driven search, site traffic and conversions and to run incrementality analyses. She endorses contextual, genre and household-based targeting, first-party data integrations, geo/time logic and recommends optimizing on downstream KPIs (incremental reach, uplift on search/direct traffic, conversion rates and cost per incremental visit) rather than clicks.

Leadership & Talent Development in Digital Marketing

GroundTruth's Theo Theodorou, General Manager EMEA, discusses leadership and people strategy in the digital advertising sector in an interview. Based in London, he leads 25 employees and oversees revenue, strategy, technology and operations across Europe, the Middle East and Africa. Theodorou emphasizes establishing clear direction, principled culture, and giving staff the autonomy to make decisions to reduce fear of failure and maintain innovation. He describes a leadership approach centered on credibility, active listening, empathy, and transparent communication of company goals and regional relevance. To retain talent in a fiercely competitive market, he cites both financial incentives and meaningful work environments where employees feel part of something larger. Soft skills highlighted include handling ambiguity, openness, and assertiveness. He also stresses involving employees in important decisions where feasible and advises leaders to live by their values while listening to customers and teams.

4 Conversational Commerce Trends You Shouldn't Miss

OnlineMarketing.de surveys 2016 as a pivotal year for conversational commerce and outlines four practical trends for practitioners: messaging apps with ubiquity and chatbots; authentic, channel‑appropriate customer relationships; a “full-stack” approach delivering a 360° customer experience; and mobile‑first engagement, highlighting the role of mobile devices in the customer journey. The piece argues customers want to engage with brands where they are, via real‑time, rich content and personalized responses, with chatbots most effective for qualifying conversations ahead of agent interaction. It also emphasizes double opt-in on messaging channels like WhatsApp and cites studies from PwC, Deloitte, and xAd regarding mobile payments and journey impact. The article features iAdvize as a Conversational Commerce platform, noting Caroline Langer as International Marketing Manager.