Linear and streaming TV still seem to be operating on two different wavelengths.

While CTV advertisers have embraced digital targeting and programmatic, most linear TV campaigns remain stuck in the land of insertion orders and GRPs.

Although some TV content distributors are trying to push linear inventory into programmatic pipes, many advertisers still have an “allergic response” to the idea of buying linear spots based on impressions, said Mohammad Chughtai, global head of advanced TV at MiQ, speaking during NextTV’s Advanced Advertising Summit in New York City earlier this week.

Which is why a growing number of advertisers are turning to outcomes-based measurement to figure out whether their TV campaigns drive incremental results.

It might sound strange to be talking about TV measurement in the same breath as optimizing for outcomes. TV measurement is messy. But focusing on outcomes can make it a little less so.

Getting a result

Advertisers can use outcomes-based measurement to “separate what’s good and bad” about targeting a particular audience segment, and they can make changes to their campaigns accordingly, said Larry Allen, VP and GM of addressable enablement at Comcast.

For example, an advertiser could choose to move more dollars to networks or channels that appear to drive intended outcomes among a target audience, such as site visits, foot traffic or incremental sales.

The more granular attribution data advertisers have, the better they can target future campaigns.

It’s why TV measurement providers competing with Nielsen are trying to get their hands on as much outcome data as possible. Case in point: ISpot announced this week that it’s acquiring 605, a competitor that does attribution for TV ads using third-party data sets, including from Catalina, PlaceIQ and Polk Automotive Solutions.

Starting from the top

But just because advertisers want outcomes-based planning doesn’t mean they’re not interested in upper funnel awareness metrics.

Plenty of advertisers want to negotiate guarantees on outcomes such as reach, awareness and purchase consideration, said Erica Barnes, senior director of audience innovation at A+E Networks.

Some brands “care so much about awareness” that they’ll pursue it even if it comes at the detriment of potential growth in site visits or foot traffic, Barnes said.

But regardless of which end of the funnel they prioritize, she said, most advertisers have a “real appetite” for outcomes-based measurement right now.