"We love the funnel. It's easy to grasp, directionally. But there's marketing language - and then there's what consumers see." - Aaron Sobol, Unilever's head of media investment.
"All media is performance media, and can lead to some kind of measurable outcome - including, of course, CTV ads." - Aaron Sobol, highlighting the seamless performance of media.
"There's a very direct connection between upper funnel and lower funnel, and 7% of those who were exposed to the ads eventually make a purchase." - Krishan Bhatia, Amazon's VP of global video advertising.
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