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This has allowed us to build one integrated video team where our AV specialists are getting stuck into programmatic, upskilling across DSPs, adservers and buying models (and vice versa). Can we run brandlift or conversion studies? We also look at ad formats and how engaging or differentiated they are.
Lauren Johnson, Client Strategy and Effectiveness Lead at Basis Technologies, says that specificity should be a key aspect of these conversations. Then, in the planning stage, they can heavy-up spending on those tactics and touchpoints to increase conversions.
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