In a move that’s equal parts audacity and acuity, Brand Metrics is stirring the ad tech pot by roping in Robby Kraai for a dive into the deep end of Connected TV (CTV). This isn’t just shuffling the deck; it’s playing a whole new game. Kraai, anointed as the Head of CTV, is tasked with a mission that’s part alchemy, part analytics: to refine their product for the CTV arena, forge meaningful alliances with broadcasters, and dissect campaign performances with surgical precision.
This leap into CTV isn’t a solo flight. It’s buoyed by a freshly inked partnership with Paramount ANZ, signaling Brand Metrics’ ambition to vault their brand lift wizardry across the globe, reaching into CTV markets that sprawl well beyond the familiar territories of the US and Europe.
Kraai isn’t stepping into uncharted territory unarmed. His arsenal is packed with years of ad tech leadership at XITE, where he didn’t just participate; he built the tech stack from scratch. That’s on top of his tenure at SpotX, where he blended the arts of sales and technology, and a past life as a professional gamer, which surely adds a layer of intrigue and insight into engaging, innovative advertising formats.
At the heart of Kraai’s appointment is the recognition of the CTV landscape as a fragmented frontier, ripe for the taking but demanding a nuanced approach. The task at hand involves navigating through the maze of existing standards and protocols to craft a Brand Metrics offering that’s not just effective but tailor-made to meet the diverse needs of publishers.
Anders Lithner, Brand Metrics’ CEO, is not just watching from the sidelines. He’s pinpointed the convergence on streaming services as a golden opportunity, with CTV ad revenues predicted to balloon significantly in the coming years. This isn’t just an optimistic forecast; it’s a clarion call to stake a claim in the future of advertising, with Kraai’s appointment as a pivotal move in Brand Metrics’ strategy to not just participate in but shape the evolving CTV narrative.
In essence, Brand Metrics is not merely expanding its reach; it’s strategically positioning itself as a vanguard in the CTV revolution, with Kraai leading the charge. This initiative is a testament to their commitment to innovation, responsiveness to market trends, and a vision that sees beyond the horizon, aiming to redefine the boundaries of digital advertising in the CTV domain.
