Attribution: TV’s New BFF

And for years even as marketers and buyers recognized television39s status as the most powerful medium and continued to allocate budgets accordingly TV was challenged by its inability to demonstrate performance in the granular way digital couldamp160 So today while being able to assign credit to a marketing touchpoint is nothing new it39s been a veritable gamechanger for TVamp160 For those of us who work with television and digital advertisers every day today39s attribution tools are helping us give them a clear picture of how TV provides valueAttribution Drives InvestmentWe all know the power of TV and how it drives brand awareness generates search spikes and helps move customers down the sales funnel Thanks to a slew of new technologies and data partners we39re able to provide highly coveted conversion analytics that makes TV measurable beyond the standard Nielsen postcampaign reportamp160 Want to tie TV ad exposure to actual salesamp160 Doneamp160 Web visitsamp160 No problemamp160 Store visits Sureamp160 You get the ideaThrough the lens of attribution marketers can finally begin to include TV as they assess their return on advertising investment Directtoconsumer brands are a perfect example because of the clear relationship between their marketing tactics and salesamp160 In 2018 DTC brands invested a collective 38 billion in television adsamp160 That39s a 60 increase from 2017 according to a Video Advertising Bureau VAB reportWhile some of that shift in investment is due to brands wanting to take advantage of the storytelling power and reach of TV at least part is driven by new attribution capabilities that make it possible for those marketers to see how their television investments are driving web visits search and ultimately salesEmerging brands such as Poshmark Lyft and Dermstore invested 14 billion into the TV marketplace a 167 lift from the prior yearamp160 The resultsamp160 A double sometimes tripledigit increase in online search queries as well as a 93amp160monthly increase of website visits from launch to today according to the VABIn an interesting twist to the TV versus digital debate the same digital companies that have been taking hundreds of millions of dollars of revenue from TV advertisers have chosen to invest their own marketing budgets in TVamp160 In fact FAANG Facebook Amazon Apple Netflix and Google may very well be among the biggest spenders on TV advertising in 2019Although in some ways it is a challenging period for the television industry with its fragmented audience and everincreasing number of platforms it39s clear that major brands understand the value TV brings particularly with the attribution to prove itHow NYI Does AttributionHow do these new television attribution capabilities work and how are we at NYI offering attribution capabilities to our clientsamp160 Some may assume that because we offer household addressability the precise householdlevel targeting we offer is the only thing we39re talking about when we discuss attributionamp160 But they would be wrongAt NYI we are able to attribute campaign performance to both addressable and linear amp160traditional television amp160campaignsamp160 While addressable is an incredible platform and offers demonstrable ROI for marketers who want to reach specific households it39s not for everyoneamp160 Marketers who need mass reach also want to know how their ads are performingFor example imagine an entertainment marketer interested in increasing the recognition of their show across the New York marketamp160 This particular show needs broad reach which means the entertainment marketer is interested in more than reaching specific households they39re also interested in knowing how their campaign performed rather than just where and when their ads were seenSo for this marketer NYI39s ability to find insight from secondbysecond settop data from over 6 million households all aggregated and privacy protected of course is valuableamp160 Our media strategists use that data in conjunction with outside media and data providers to give the advertiser and its agency the insights they need to make future campaigns more effective such as which networks and dayparts should be emphasized and to demonstrate the true impact of their linear TV investment on the client39s key performance goalsamp160 It39s reporting that will be familiar to anyone who has done addressable television but with the efficiency and scale of traditional TVToday advertisers want more actionable resultsamp160 That39s what motivates NYI amp160and the industry amp160to keep moving full speed aheadamp160 We39ve seen TV attribution work its magic on hundreds of campaigns across multiple verticals from domestic and luxury automotive groups to pharma finance and travelamp160 It won39t be long before every TV campaign has attribution attached to it look for it to become the new normalamp160 TV isn39t going away and these reporting capabilities will only reinforce its potential and relevancePersonally I can39t wait to see what39s nextClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Attribution: TV’s New BFF

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Tom Mcloughlin

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