Attribution increasingly critical to measure TV impact | Ad Tech | News | Rapid TV News
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The latest study from the FreeWheel Council for Premium Video Europe, providing an in-depth analysis of TV attribution in Europe, has revealed clearly how TV attribution is increasingly becoming critical to measure the impact and weight attributed to TV on business outcomes.
FReewheel attribution 10Oct2019
Produced in partnership with media research and strategy consultancy company MTM, The State Of European TV Attribution report, aimed to provide guidance to better understand the current state of the TV attribution landscape and where it needs to go. It also outlines some key steps to overcoming challenges limiting the growth of TV attribution services in Europe such as the challenges associated with measuring ad effectiveness in a cross-screen world of content consumption and feature industry leader perspectives on the world of attribution.

The study looks at four of the largest advertising markets in Europe – the UK, France, Germany, and Italy – and examines how each one is approaching attribution when it comes to TV ad spend. It found in general that establishing marketing ROI has long been a key requirement for advertisers even though traditional methods like media mix modelling (MMM) are well-established and can be very powerful but do have drawbacks. FreeWheel said that some of these are now being addressed by an exciting new wave of data-driven, advanced TV attribution specialists, matching ad exposure to outcome data sets with increasing accuracy to provide powerful new insights in important areas.

“Digital attribution for online advertising is well known and relatively widespread. However, in some cases, models for assigning value to different channels omit the important role played by TV advertising in the sales process,” David Fisher, VP digital ad sales at Discovery Network International, noted in the report.

The report also highlighted that were a number of challenges that are limiting the growth of TV attribution services in Europe, stemming from inconsistencies across markets. As instances of this it cited the lack of agreement between vendors and TV operators/ OEMs which is preventing ready access to return path data from connected devices. Similarly, regulatory issues —primarily around GDPR — restrict ways in which TV attribution vendors can match ad exposure to real-world outcomes.

In calls to action, the State Of European TV AttributionState Of European TV Attribution report urged more support from broadcasters on industry efforts to determine a common approach to defining niche audiences and offer advertisers the ability to target audiences across broadcasters through a single channel. It added that device manufacturers needed to increase the accessibility of return-path data from STBs and other connected devices for broadcasters and vendors and for advertisers to work closely with attribution providers to deploy more suitable and effective metrics into their solutions. Broadcasters, said the report, had to secure specific permissions for additional uses for user-related data.

“[The State Of European TV AttributionState Of European TV Attribution] report outlines the state of advanced TV attribution in Europe today, shining a light on some of the emerging techniques and providing an overview of the landscape,” said Jon Watts, managing partner at MTM. “Of course, there are challenges that still need to be overcome for the market to reach its full potential, and advertisers and agencies need to work with these new specialists to understand their capabilities and contribute to the development of the market – but overall this is a positive story for Europe’s TV industry.”

“The FreeWheel Council for Premium Video Europe’s latest report provides valuable insights about the complex and varied TV attribution market across Europe,” added Emmanuel Josserand, brand, agency and industry relations at FreeWheel. “It demonstrates where collaborative development needs to be made in order to maximise ROI and user experience via the vast amount of rich TV data available.”