Broadpeak 谈电视“品效合一”：为何要超越触达转向用户归属感
TV’s ‘BrandFormance’ Moment: Why Broadpeak is Looking Beyond Reach Towards Belonging
Broadpeak 推动电视广告走向“品效合一”（BrandFormance），通过近期推出的 Click2 与 Click2Cart 将品牌建设与效果归因相结合。其中 Click2 支持观众在不打断观看的前提下用手机接收优惠并加入品牌应用，Click2Cart 则引入了购物功能。该方案旨在帮助广告主超越单纯触达，与消费者建立长期联系并培养归属感。
Brands want more than reach, they want members, says Manuel Bergerot, Product Growth Director at Broadpeak. The company recently launched Click2, enabling viewers to receive a brand’s offer on their phone and join through its app, without interrupting what they are watching, while Click2Cart brings in shopping functionality. Together they help make TV a ‘BrandFormance’ channel, according to Broadpeak, combining the power of brand-building with performance-style accountability.
In this interview, Bergerot explains how advertisers can use TV to build a relationship with their consumers, foster a sense of belonging, and turn their brands into clubs. Filmed at TV Rise 2026 in Seville.
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来源：VideoWeek (CTV & Video) · videoweek.com