Hi, I’m John Cobb, CEO and co-founder of VuePlanner—welcome to the VuePoints Newsletter! This week, we’re diving into CIMM’s major initiatives, Google’s Q4 earnings, and the evolution beyond the linear funnel. Plus, we’ll recap POSSIBLE’s pre-event and share some must-listen podcasts to keep you ahead of the curve. Let’s get started!
Coalition for Innovative Media Measurement (CIMM) has announced several key initiatives for the first half of 2025. These include a comprehensive examination of marketing mix modeling in the context of AI and big data, the development of an “Attention Playbook” to standardize attention metrics, and a focus on “personification” to enhance audience understanding. These efforts aim to advance measurement practices in TV, video, and premium content. Learn more.
CIMM Unveils Major Initiatives: Mix Models, Attention ‘Playbook,’ Personification
I had a fantastic time at #Possible2025 Momentum Miami this week! It was great catching up with industry leaders, colleagues, and friends at the beautiful Mirabella at Fontainebleau Miami Beach. A highlight of the evening was the inspiring conversation with Gale Nelson, President & CEO of Big Brothers Big Sisters of Miami, and Christian Muche, Global President & Co-Founder of Beyond Ordinary Events LLC and POSSIBLE—truly insightful discussions about leadership, impact, and the future of our industry. Check out the photos from the event in our recent post.
https://www.linkedin.com/feed/update/urn:li:activity:7293713263882584066
In Q4 2024, Alphabet achieved a combined annual revenue run rate of $110 billion in Google Cloud and YouTube surpassing their initial target of $100 billion. CEO Sundar Pichai highlighted significant advancements in AI, enhancing core consumer products and services. The company is well-positioned for continued growth across its various platforms and services. Learn more.
Google’s Q4 earnings call: CEO’s remarks
Boston Consulting Group (BCG) argues that traditional linear marketing funnels are outdated due to the complex, non-linear nature of modern consumer journeys. They propose adopting an “influence map” model, which eliminates artificial barriers between stages and allows for customized consumer interactions. Leveraging AI is essential in this approach, as it enables marketers to respond to real-time consumer behaviors and plan media buys based on genuine influence drivers. Learn more.
It’s Time for Marketers to Move Beyond the Linear Funnel
Meg Ryan and Billy Crystal revisit their former roles as Harry and Sally in Hellmann’s new Big Game commercial. This is just the beginning of memorable ads that will be appearing this week. Check out the full ad here.
When Sally Met Hellmann’s – Big Game :60
This week’s post of the week spotlight goes toYouTube Advertisers and their recent post about the Big Game stats. 68% of adults age 18-34 who saw a Big Game ad on YouTube did not see the ad on linear TV. Check out their full post here.
Advertisers, the game’s changing! US viewers are watching Big Game ads on YouTube
This week, I want to recommend an episode from AdExchanger ‘s “The Big Story” series that delves into the complexities of achieving transparency in the advertising industry. It examines the challenges advertisers face in obtaining clear insights into media buying processes, data usage, and supply chain dynamics. The discussion also touches upon recent industry developments and the ongoing efforts to enhance transparency between advertisers, agencies, and platforms. You can listen to the full episode on AdExchanger’s website.