Using full-funnel measurement to optimise campaigns and drive outcomes Using Saudi Arabia’s new cross-platform TV audience measurement system, KSA TAM, for its reach and engagement building blocks, MBC Media Solutions (MMS) has built a full-funnel campaign measurement solution to help brands optimise campaigns and drive outcomes. MMS works with partners to show which genres, channels, dayparts, creatives, formats, ad break positions, etc., generate attention that contributes to brand lift and/or drives activity at client websites. Benchmarking allows predictions on brand and performance results according to category (e.g. automative, retail, CPG). This capability spans linear broadcast as well as streaming. MMS is joined on stage by an international brand client to discuss how full-funnel measurement and attribution has worked for them. You will hear how this new intelligence helps brands justify TV investments.