Food-delivery company optimizes ad placement and increases sponsorship ROI with Mediaprobe

TV media buyers are increasingly reluctant to rely on viewership numbers alone when valuing sponsorships and commercial space. And rightly so.

Smart brands and agencies are increasing scrutiny on the quality of context and placement. They are demanding the use of attention and engagement metrics to look beyond reach and frequency to understand the true impact — and value — of their campaigns.

A food-delivery company asked Mediaprobe to measure its sponsorship of the UEFA European Football Championship.