The WARC Podcast Media's shift from eyeballs to outcomes
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Feb 17, 2026 Kate Brinkley, Head of Digital Planning at The Specialist Works, offers agency-side planning and measurement perspective. Sameer Modha, leader of ITV’s Outcome Measurement Innovation Team, focuses on proving TV’s business impact. They discuss the move from exposure metrics to outcome-based measurement. Conversations cover hybrid measurement, pooled models, limits of platform optimization, and linking brand work to business results.
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Search's Pitch Evolved Into Outcome Selling
- Sameer recalled selling search as 'buy some clicks' and then expanding value by proving downstream effects like store visits.
- That evolution showed platforms could translate ad delivery into tangible business results and unlock bigger budgets.
Platform Measurements Create Silos
- Platform measurement raised advertisers' expectations for instant, outcome-linked metrics but created siloed proofs across ecosystems.
- Holistic business outcomes require joining channel data, not treating each platform's measurement as the whole story.
The Median Advertiser Is Platform-First
- Most advertisers are now single- or two-platform users who trust platform optimization without deep scrutiny.
- That median advertiser experience reduces demand for cross-channel critical measurement expertise.