How full-funnel outcomes measurement connects brand perception to sales. November 2, 2026 The rise of full-funnel outcomes measurement. As brands balance tighter budgets and greater accountability with a need to prove impact at speed, a new suite of self-service, full-funnel measurement tools are becoming the missing link between attention, brand perception, and sales outcomes. Laura Manning, Cint's SVP Global Data & Measurement took to the stage at Advertising Week New York to discuss how and why measuring outcomes is of the utmost importance for brands, agencies, and advertisers alike. Manning was joined by Cierra Prince (VP, Ads Data & Measurement at Tubi), Neala Brown (Global Head of Data Measurement & Insights at Teads) and Stephen George (Group Vice President, Analytics and Data Services at Zeta). Read on for a recap of the discussion. What is outcomes measurement? If you've spent any time at a conference or event this year, you'll know that 'outcomes' is the buzzword of 2026. Defining it, though, can differ from business to business. "Outcomes is about asking, 'what did the media actually do', and 'how did it change consumer behavior?" Cierra Prince VP, Ads Data & Measurement, Tubi "Outcomes is about asking, 'what did the media actually do', and 'how did it change consumer behavior?," said Prince. She asked the panel to envision a situation where they, or the audience, are stuck in an elevator with their CEO. In that scenario, "you wouldn't talk about impressions and reach," Prince explains, because executive leadership is focused on commercial impact rather than surface-level delivery. Instead, media buyers should take an outcomes-focused approach in order to ascertain whether a campaign sparked tangible changes in consumer behavior: "Did you drive somebody to come to your store? Did they purchase something from you? Did they change their sentiment or attitude about your brand?" Ultimately, proving those concrete real-world actions is what moves businesses forward. For George, outcomes is all about uncovering the why and the how behind campaign performance, especially when it comes to understanding the return on ad spend. Modern measurement practices (like Cint's unified solution available to US customers of Lucid Measurement by Cint) now allow marketers and CMOs to move past vanity figures and address those critical commercial questions faster than ever before. Brown noted that genuine outcomes center on "that action, that more business-oriented impact." Whether an advertiser is tracking physical store foot traffic, completed sales, or "moving the needle related to things like sentiment, awareness, consideration," the underlying standard remains consistent across the funnel. Across the board, shifting from tracking myriad media metrics to true outcomes means proving the real-world behavioral changes that actually drive a business forward. Connecting brand awareness to commercial return. One way to frame the role of outcomes measurement is to see it as a means of connecting hearts to wallets, charting a journey that tracks consumer sentiment and consumer spend. This approach marks a shift in measurement, as historically, things like brand awareness and sales performance have lived in completely separate silos. Manning wanted to know more about the shifts the panel have noticed in the past year with client expectations, and what are the brands actively asking for in the age of outcomes. "We're certainly seeing a lot more tangible actions coming up the funnel. Some of that is driven by the availability of measurement, particularly in spaces where historically you couldn't quite connect the dots - like the TV space, for example - to an offline action," Brown said, reflecting on Teads' approach. "We're able to do that in a more meaningful way now. As a result, the advertisers we work with are saying, "Of course we want to measure the brand, but we're also interested in what that looks like from a ROAS perspective, from a store traffic perspective." That's what we're seeing from an evolutionary standpoint." The situation is similar for Prince and her team at Tubi. "We're absolutely seeing that advertisers and brands want the moon and the stars. They want to be able to drive every KPI, and we're still encouraging them to anchor to one," she said. "What's really interesting, especially in the AVOD and CTV space, is that we've historically been viewed as an awareness channel," said Prince. "But through background studies and increased access to signal and measurement, we have seen that there are significant downstream impacts in a positive direction from running those brand awareness campaigns." For George, that demand is fueled by potential impatience in the boardroom. While measurement practitioners have long understood the connection between upper-and lower-funnel activity, brand leaders now expect fast, concrete answers. "There's a bit of impatience at the agency or CMO level: 'What's my return on ad spend on this huge brand initiative we're running?'" "There's a bit of impatience at the agency or CMO level: 'What's my return on ad spend on this huge brand initiative we're running?'" he said. "With the advent and availability of data, being able to connect those dots in a more expedient fashion is really helping close the loop. It helps get CMOs and advertisers more educated on how pumping a couple million dollars into brand awareness trickles down into downstream KPIs." Mapping the non-linear customer journey from sentiment to spend. Manning then wanted to know what the "heart-to-wallet" journey looks like for the panelists today, and also what they most often find themselves having to explain to the brands as the crucial differences between the perception and those down-funnel metrics. Prince pointed out that consumers simply don't move in "nice, clean boxes" or follow a uniform, linear progression. Instead, anyone involved in media measurement needs to adapt to a messier reality, assessing how the average consumer moves from initial brand awareness to consideration, and onto transactions, and (hopefully!) lasting brand loyalty. Capturing that non-linear path has become vital as CMOs face heightened accountability to the bottom line. Brown noted that while the customer journey is never a "straight line," proving that connectivity transforms traditionally difficult conversations between CMOs and CFOs. Today, marketing leaders are evaluated directly on revenue and business growth. As George noted, measurement teams need to build the technical architecture necessary to track touchpoints across the entire experience, connecting them in what he described as a "holistic and methodical way." Ultimately, demonstrating that whole-journey impact prevents brands from getting trapped in short-sighted performance cycles, safeguarding the brand equity that drives long-term commercial growth. Balancing upper and lower-funnel KPIs across complex buying paths. Manning asked how practitioners explain the relationship between upper and lower-funnel KPIs to buyers, especially when curbing the expectation that a single ad can move every metric at once. For instance, how do you go about explaining to an established brand that a campaign drove purchases without shifting overall awareness? Buying "a soda at checkout is very different than an expensive vacation," Brown noted, reminding advertisers that channels had to be evaluated with realistic expectations: a brand-building vehicle could not be expected to generate the immediate ROAS of a targeted performance tactic. George echoed the importance of full-funnel context, pointing to Zeta's "journey pathing" framework, which linked omnichannel touchpoints and macro data to show how awareness steadily influenced downstream return. For Price, it remains prudent to be cautious against reducing full-funnel measurement to a "single snapshot in time" on a static dashboard. Because indicators fluctuated and frequently clashed across quarters, she argued that the practitioner's true role was to look beyond surface-level figures, investigate "why that tension exists," and translate conflicting signals into a coherent business narrative. Key takeaways from the session. Here are they key takeaways from the panel discussion: * Linking sentiment and sales: Attaching sales lift metrics to brand lift studies provides direct links between brand perception and actual, evidenced purchasing behavior. * Bridging the gap: What the 'heart-to-wallet' journey actually looks like today, and where brands most often lose sight of the customer between perception and purchase. * Finding the big answer: Did people think differently about your brand, and did that translate into measurable growth? Start measuring outcomes with Cint today. Want to start tracking in-flight campaign outcomes in a unified dashboard? Get in touch with a Cint representative today and begin closing the heart-to-wallet measurement gap. * November 2, 2026 How full-funnel outcomes measurement connects brand perception to sales Industry leaders from Tubi, Teads, and Zeta discuss how modern measurement bridges the gap between top-of-funnel sentiment and bottom-line revenue. Media measurement * October 28, 2026 Bridge the gap between brand awareness and revenue with Cint's Study Creator Discover how Cint's Study Creator bridges brand lift and sales impact, helping marketers optimize campaigns in real time. Media measurement * October 20, 2026 Why the future of consumer insights relies on AI-moderated hybrid research Gina Pingitore (Head of Research Innovation at Cint) discusses the role that AIMIs are playing in modern research. AI-Moderated Interviews, Conferences and events, Market research

Paramount serves up big names and shoppable shows. October 28, 2026 12:15 When you've locked in Meghan Markle as a co-host for your upcoming cooking show, it's a great idea to fly media and advertisers into the Melbourne Masterchef studio to really hammer home the point. Predictably, news of Markle's role as co-host of the returning Junior Masterchef series was spoiled by the press some 24 hours before Paramount's upfront this morning. Luckily, the network had plenty of other non-princess announcements in store. Given that upfronts are (meant to be) for advertisers, the most interesting programming announcement made was for what Paramount is touting as "Australia's first shoppable TV show". The Great Aussie Christmas Presented By Bunnings Warehouse certainly doesn't disguise its intentions with its title. It is a "fully shoppable, brand-funded digital series," Paramount Australia's vice president of sales Grant Madigan told Mumbrella the day before the upfront. The show will launch in four parts on Ten's BVOD service, before coming together as a truncated Christmas special on what we used to call the main channel, and then appearing on Paramount+. "Everything within the program will be brought to life within the show, and basically, you can scan and you can buy it and have that in your house." US ad tech company Kerv's "Moment Match" technology will fuel the interaction elements, with Matty Johnson and Laura Byrne as hosts. This is a format Paramount has flirted with before, introducing shoppable segments within Big Brother last year. "This could be brought to life in a number of different shows," Madigan said. "As long as the products are being used, can actually be purchased, and you can buy them online, that's the key. The opportunities are endless with this." Lee Sears, president international ad sales and brand studio; Beverley McGarvey, president Network 10 and head of streaming, Paramount ANZ; Grant Madigan, vice president sales; Tamara Simoneau, VP content For ad buyers, Paramount announced partnerships with Adelaide, Cint, and Infinitum for the development of a new fullfunnel, cross-screen measurement tool that tracks attention, brand lift, site visits and sales across a campaign, "demonstrat[ing] the relationship between media quality and outcomes across the funnel." Adelaide will provide attention-based media quality metrics, Cint's "Lucid Measurement" dashboard provides real-time insights into brand lift, and Infinitum links streaming ad exposure to customer action. The measurement tool launches across Ten streaming and Paramount+, with media intelligence company Samba extending it to the linear channel using ad exposure matching. Across Paramount+, sponsorship and integration within specific shows is now available, as are ads that pop up when programming is paused, and new interactive formats. Streaming fixed units will arrive in early 2027 and allow a "roadblock" for a single show's advertising. Another new tool - developed in the US by Paramount and AI-driven programmatic advertising platform Transmit for live sports ad placement - is also coming to Australia. The "Game Day Highlighter" will allow brands to buy ad spots during "high-value" moments in the upcoming Fifa Women's World Cup. According to Paramount's pitch, it turns "peak attention into memorable brand association". "This is something that we know works, we've got proven results of it from the US," Lee Sears, president of ad sales for international markets (including Australia) told Mumbrella. "That's something that can live beyond the game," Madigan said. "It's something where an association with the event can certainly live beyond the event itself and in regular airtime that flows through." Tied to the World Cup, Paramount+ has also commissioned a live action, coming-of-age series based on a children's book series co-written by Matildas star striker Sam Kerr. The series covers Kerr's younger years as an aspiring soccer star. In terms of good ol' fashioned TV programming for 2027, Ten is bringing back the classics - Big Brother, Masterchef, Survivor Australia, Traitors, The Cheap Seats, Have You Been Paying Attention, Gogglebox, Deal Or No Deal - while announcing new programming that cleverly leans on properties first developed by competitors. The Hunt for Hamish is a documentary series where Denham Hitchcock investigates serial conman Hamish McLaren, attempting an unofficial sequel to the hit podcast series Who The Hell Is Hamish, which was released by The Australian in 2019. A six-part dramatisation of the podcast (also named Who The Hell Is Hamish) will air on Paramount+ in 2027. Paramount+ will also be home to a six-part true crime docu-series hosted by News Corp's Hedley Thomas, who is best known as the Australian's crime journalist, responsible for hit podcasts the Teacher's Pet, Shandee's Story, and Bronwyn. Madigan confirmed to Mumbrella that Thomas has been hired by Paramount for the series, and there is no commercial tie-in with News Corp. Staying on the true crime beat, Paramount has commissioned its own mushroom murder series, titled Mushroom Murders (because, what else?) and starring Melanie Lynskey as Erin Patterson in the most flattering piece of casting since the Crown. And rather cheekily, Melanie Zanetti, the voice of Bluey's mum Chilli, will provide voice-over for a cute new show named Dogs At Work. For more on Paramount Australia's plans for 2027, listen to the Mumbrellacast interview with Ten president and Paramount ANZ head of streaming Beverley McGarvey, to appear on the Mumbrellacast feed shortly. Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023. Adelaide Beverley McGarvey Big Brother Bunnings Warehouse Cint Deal Or No Deal denham hitchcock Dogs At Work Erin Patterson FIFA Women's World Cup Gogglebox Grant Madigan HAve You Been Paying Attention Hedley Thomas Infinitum Junior masterchef Kerv Laura Byrne Lee Sears MasterChef Matty Johnson Meghan Markle Melanie Lynskey Melanie Zanetti Mushroom Murders News Corp Paramount Paramount+ Samba Survivor Australia Ten The Australian The Cheap Seats The Crown The Great Aussie Christmas Presented By Bunnings Warehouse The Hunt for Hamish The Teacher's Pet Traitors Transmit Who The Hell Is Hamish Have your say. Or comment anonymously Your comment will be marked as unverified