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EssilorLuxottica’s Caroline Proto: Is There More to TV And Digital Video Than Driving Upper Funnel Awareness? – Beet.TV
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EssilorLuxottica’s Caroline Proto: Is There More to TV And Digital Video Than Driving Upper Funnel Awareness? – Beet.TV
MIAMI — Television and digital video face persistent categorization as great for brand affinity and awareness, not so great for generating clearly measurable outcomes. But that dynamic may be changing. “TV and digital video are always bucketed in that upper funnel awareness driver. We’ve spent a lot of time finding ways to make that into a story that shows that it is truly a full funnel business driver,” Caroline Proto, senior director of Global…
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