ATTRIBUTION FOR TV ADVERTISING June 20, 2019 Presented By: BY THE - - PowerPoint PPT Presentation
ATTRIBUTION FOR TV ADVERTISING June 20, 2019 Presented By: BY THE END OF THE SESSION YOU WILL HAVE A step by step guide on measuring attribution for your TV buy. An understanding of attribution terms and concepts. A perspective on
June 20, 2019
Presented By:
INTRODUCTION
ATTRIBUTION IN DIGITAL ADVERTISING
ATTRIBUTION IN TV
TWO BRAND’S STORIES
LESSON 1
Attribution is the process of:
1. Identifying the marketing events that contribute to a 2. User taking a desired business outcome 3. And assigning value to each of these events
LESSON 2
There two main ways we can measure ad exposure and business
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There are two methodologies to track and measure consumers across device
to track consumers across device.
best guess as to which devices may belong the same user.
LESSON 3
and then forecast the impact of future sets of tactics while controlling for a number of factors.
from their nationally projectable sample of panelists.
100M women 18-49 reaches 25% of the audience. If the ad was delivered 4 times, it would result in 100 GRPs.
sales - The amount of additional unit sales that occur as a result of marketing activities.
for their spend.
4 : 4 5 : P M 4 : 5 : P M 4 : 5 5 : P M 5 : : P M 5 : 5 : P M 5 : 1 : P M 5 : 1 5 : P M 5 : 2 : P M 5 : 2 5 : P M 5 : 3 : P M 5 : 3 5 : P M 5 : 4 : P M 5 : 4 5 : P M 5 : 5 : P M 5 : 5 5 : P M 6 : : P M 6 : 5 : P M 6 : 1 : P M 6 : 1 5 : P M
Walking Dead, AMC
Report will show when a spot ran, on what network, in what pod, position, etc.
Set-top box captures and stores viewing data.
ACR is becoming the standard method of measurement for TV ad exposure.
q Collect exposure data via Nielsen post reports, set top box or ACR: will come via a direct relationship or via an attribution vendor.
q Collect exposure data via Nielsen post reports, set top box or ACR: will come via a direct relationship or via an attribution vendor. q Make sure you know what you want to measure and have the tracking in place to do
Step 1: Through a web analytics system, analyze filtered traffic on an hour-by-hour basis.
Step 2: Overlay the spots that ran during the time period.
Step 3: Develop a mean by calculating web traffic on a minute-by-minute basis.
Step 4: Using a 95% confidence level, determine an upper and lower bound to account for variance and uncertainty in the data.
Step 5: Measure the number of visits during that spike and back into a cost per visitor metric.
q Collect exposure data via Nielsen post reports, set top box or ACR: will come via a direct relationship or via an attribution partner. q Make sure you know what you want to measure and have the tracking in place to do so. It’s best to start with upper funnel metrics.
q Website Visitation: Track users pre and post spot to understand how running a spot contributes to web traffic. Develop a baseline and measure incrementality relative to the upper bound of that range. Measure incremental traffic before it reverts to the mean.
set time period.
purchased.
incremental users who purchased on your site.
direct relationship or via an attribution partner.
It’s best to start with upper funnel metrics.
q Website Visitation: Track users pre and post spot to understand how running a spot contributes to web traffic. Develop a baseline and measure incrementality relative to the upper bound of that range. Measure incremental traffic before it reverts to the mean. q Website Sales: Track site visitor over time to understand those who purchase. Test different networks, dayparts and creatives.
Software Development Kit (SDK)
q Collect exposure data via Nielsen post reports, set top box or ACR: will come via a direct relationship
q Make sure you know what you want to measure and have the tracking in place to do so. It’s best to start with upper funnel metrics. q Website Visitation: Track users pre and post spot to understand how running a spot contributes to web
incremental traffic before it reverts to the mean. q Website Sales: Track site visitor over time to understand those that purchase. A/B test different networks, dayparts and creative. q In-store Visitation: Using Geolocation, Beacon or Identity Management partners, track users who enter your retail location and then track that back to an ad exposure
Use any of these methods to track in-store sales
(Also IRI, Cardlytics and Shopcom)
ad exposure via ACR.
q Collect exposure data via Nielsen post reports, set top box or ACR: will come via a direct relationship or via an attribution partner. q Make sure you know what you want to measure and have the tracking in place to do so. It’s best to start with upper funnel metrics. q Website Visitation: Track users pre and post spot to understand how running a spot contributes to web
incremental traffic before it reverts to the mean. q Website Sales: Track site visitor over time to understand those that purchase. Use this as an opportunity to A/B test different networks, dayparts and creative. q In-store Visitation: Using Geolocation, Beacon or Identity Management partners, track users who enter your retail location and then track that back to an ad exposure. q In-store Sales: Use Identity Management partners who are integrate with Credit Card Parkers, Nielsen and