Seeing clearly with artificial intelligence: Brand and video measurement in focus

This paper traces the evolution of video marketing measurement from the pre-internet era to the digital age, highlighting the shift from simplistic models to complex, data-rich environments. It then delves into the artificial intelligence (AI) era, where probabilistic measurement challenges traditional frameworks such as media mix modelling, attribution and experimentation. The paper proposes branded search volume as a realtime ‘conversion’ metric for brand measurement that also strongly correlates with sales. Ultimately, it explores how cutting-edge AI capabilities, including large language models interpretability and advanced attention measurement, provide revolutionary ways to understand brand impact and drive marketing effectiveness in today’s dynamic landscape. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.