TV attribution study shows heightened engagement with digital techniques | Ad Tech | News | Rapid TV News
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TV attribution has now matured and is able to stand alongside attribution techniques that have served only digital to date.

freewheel 5 dec 2018That’s according to the FreeWheel Council for Premium Video (FWC) and the Video Advertising Bureau (VAB), in their joint report, Assigning TV Credit: A Practical Guide to Attribution. After analysing the results of case studies from marketers across the packaged goods, automotive, QSR and retail segments, the organisations determined that when combined with data, TV has a dynamic ability to engage consumers and drive acquisition behavior through smart targeting and cross-channel coordination in all stages of the marketing funnel.

“Whereas TV’s contribution has traditionally been confined to brand and awareness only, the availability of data from smart devices and the application of this data have significantly changes the game,” said James Rothwell, vice president of global agency, brand and industry relations at FreeWheel. “By injecting data into the equation, marketers are now able to shine a light on TV’s efficacy and vital role in pushing consumers through the purchase funnel.”

“Advancements in TV analytics and attribution measurement have eliminated the guesswork and allowed marketers to accurately quantify the real impact of their TV advertising investment,” said Danielle DeLauro, EVP at the VAB. “Launching our VAB ‘Founders’ campaign, we experienced first-hand the tremendous effect TV can have for a new advertiser. The campaign increased our website traffic significantly and drove double-digit lifts in marketer perceptions regarding TV’s ability to fuel business growth.”

The report also concluded that for awareness, advanced TV creates incremental reach opportunities that expand the base of qualified audiences to drive more potential customers through the purchase funnel. A case study from Comcast Spotlight’s campaign for a regional car dealership successfully reached elusive audiences by combining linear TV with premium digital TV.

For consideration, linear and digital TV have the unique ability to drive online search and discovery. The VAB’s first TV campaign, featuring the founders of Wayfair and Gwynnie Bee, resulted in significant lifts in traffic to the VAB website (39x).

For intent, insights from viewership data across multiple devices helps identify audiences that drive key performance indicators and inform future buys. A connected TV campaign with Factual’s luxury retail client delivered a 37% increase in store visitation versus other channels.

And finally, for sales, advanced TV targeting drives incremental reach of qualifying audiences and discover and influence non-loyalists to drive incremental sales. Discovery worked with a CPG client to convert non-brand buyers, resulting in a 32% lift in sales and more than $3 million in incremental revenue.

“Measuring and optimising TV investment based on business-outcomes is no longer optional for any brand seeking to grow revenue or market share. The ability to measure TV ads in a real-time, unified and attributable manner has taken many years of rigorous development, iteration and market acceptance,” said Sean Muller, CEO of iSpot.tv, whose work with a luxury automaker was featured as one of the case studies in the publication.