Should VideoAmp prioritize expanding its cross-platform measurement capabilities or focus on enhancing its existing TV attribution features?

Introduction

The trade-off question at hand is whether VideoAmp should prioritize expanding its cross-platform measurement capabilities or focus on enhancing its existing TV attribution features. This scenario involves balancing the potential for growth through new markets against the optimization of core functionalities. My response will analyze this trade-off through a structured approach, considering various factors such as market dynamics, user needs, technical feasibility, and business impact.

Step 1

Clarifying Questions (3 minutes)

• Based on the current market trends, I'm thinking cross-platform measurement might be a growing demand. Could you provide more context on how our clients are currently using our TV attribution features versus requesting cross-platform capabilities?

Why it matters: Helps understand market pull and potential revenue impact Expected answer: Increasing requests for cross-platform, but TV still core Impact on approach: Would influence resource allocation between the two options

• Considering our business model, I assume we charge based on the scope of measurement. Is this correct, and how would expanding to cross-platform potentially affect our pricing structure?

Why it matters: Directly impacts revenue projections and go-to-market strategy Expected answer: Yes, pricing scales with measurement scope Impact on approach: Would factor into ROI calculations for each option

• From a user perspective, I'm curious about the overlap between clients using TV attribution and those requesting cross-platform measurement. What percentage of our current clients fall into both categories?

Why it matters: Indicates potential for upselling versus new client acquisition Expected answer: Significant overlap, perhaps 60-70% Impact on approach: Would influence marketing and development strategies

• Regarding technical feasibility, how much of our current infrastructure for TV attribution can be leveraged for cross-platform measurement?

Why it matters: Affects development timeline and resource requirements Expected answer: Some components reusable, but significant new development needed Impact on approach: Would impact project scope and timeline estimates

• In terms of resources, what's our current team composition? Do we have the necessary expertise for cross-platform development, or would we need to hire?

Why it matters: Influences project timeline and budget considerations Expected answer: Core team in place, but some specialized hiring needed Impact on approach: Would factor into cost-benefit analysis and project planning