Getting TV Attribution Right
As consumers jump online after seeing TV ads, the TV-online journey becomes a treasure-trove for data-driven marketers. Advertisers can measure digital responses to evaluate how effective their TV ads are, what’s working in their TV marketing, and what needs to change. These measurements go beyond evaluating the incremental impact of an ad. TV attribution can measure the efficacy of factors including network, creative, daypart, pod position, and more.
To get the most from TV attribution, and from the TV-digital connection, consider the five points below. Then, for a fuller picture of best practices in TV attribution, download the MarketShare brief 8 Key Steps to Getting TV Attribution Right (the basis for this post).
1. Was it really the ad?
Many visitors would come to your site regardless of your marketing efforts. To understand how effective TV ads really are, marketers must start with a clear baseline of normal site traffic levels (or app downloads, or call center contacts), without their TV ad in the picture. Only then can they clearly identify how a TV ad has driven customer engagement.
2. Short vs. Long Term Impact
TV attribution tends to weigh heavily on short-term measurement, and is often focused on the first 60 minutes after an ad runs. Of course, TV advertising continues to be impactful days, weeks, months (and sometimes decades) after the first airing. To capture the full interplay between TV’s short-term and long-term effects, it’s important to sync TV attribution with broader marketing mix modelling—the latter which deals in long-range effects of marketing decisions.
Brands also need short- and long-term strategies for putting TV measurement findings into action. Ask your teams: What decisions can we make today to effect change, what changes can we make next year to impact the business—and what can the various forms of TV analytics reveal about achieving both?
3. Different Data Sources, Different Speeds
When working with partners that provide ad airing data, be sure to take the speed of data delivery into account. Some partners provide ad performance data within a week; others, a full two months after the initial ad airs. A primary goal of TV attribution is to gather near-time information for fast course correction and reallocation. Quick insights, in turn, require timely data.
4. Apples to apples data is hard to come by.
TV attribution helps marketers decide amongst different media and creative options—such as which TV network drives the highest app download volume, or what dayparts deliver the highest web traffic. These assessments require true apples to apples comparisons. But apples to apples may be hard to achieve. For instance, an advertiser may want to test multiple networks, but be unable to find like dayparts on each network due to budget or availability constraints. To do TV attribution right, be sure you have a wide pool of available data to compare across factors.
5. Plan Out Participation
A wide array of teams and groups stand to benefit from receiving TV insights. Media planners, creative teams, cross-channel marketing groups, brand-side and agency-side teams will likely perform better with the right access to the right TV analytics. Brands must weigh the benefits of information-sharing against any potential risks of spreading data too widely. On a practical level, this means considering such issues as who has access to attribution tools and at what levels; what kind of reporting all parties can view; how TV attribution technology will interface with marketing mix applications; and more.
For more on the points above—plus further sound advice on getting the most from TV attribution—download 8 Key Steps to Getting TV Attribution Right.