Virgin Velocity measured incrementality across media channels, proved TV+BVOD+OOH deliver more uplift, launched first brand push, saw member growth trend soar 35%
This podcast episode delves into the complexities of brand measurement post-COVID-19, showcasing Virgin Velocity's journey in launching a brand campaign amidst skepticism from stakeholders. With insights from experts like Lillian Zrim and Daniel Chondro-Nagora, the episode highlights the innovative Beatgrid system as a solution for cross-media measurement challenges, demonstrating the pivotal role of television in advertising synergy and the necessity for independent, comprehensive measurement tools to navigate fragmented consumer behaviors. The discussion wraps up by emphasizing actionable strategies derived from data, exemplified by Velocity's significant member growth, illuminating the future of effective brand marketing.
