A+E Proves the Ability to Measure Multi-Touch Attribution

The Issue and Opportunity with TV Despite the growing range of device and viewing options television remains the dominant form of content consumption quotTraditional TV impacts video viewingquot noted Tabares quotTV39s average weekly reach of all adults is 88 Americans spend a significant amount of time with television 1911 hours which is 80 days of their lives in an average yearquotBut TV doesn39t always get the love quotClients know TV works but it has lost its cool factorquot explained Brian Joyce Senior Vice President Ad Sales AE Networks Despite its perception challenge compared to digital television is not only very relevant but pivotal to an ad campaign to drive higher emotional connection greater attention and stronger ad recall and purchase intent among viewers Previous studies by the Council for Research Excellence on attention to ads by the ARF on the kicker effect of TV and by the IAB on cross media effectiveness attest to TV39s strong connection to consumers Now through the use of Data Plus Math TV39s attributional strength to drive metrics across the purchase funnel can not only be measured and quantified it can also be compared and standardizedAE results show that the inclusion of television in a buy quotlifts in brand familiarity purchase intent brand opinion and recommendation increases awareness attention and engagement enhances the brand effect drives effectiveness of other media and motivates consumers to action and brand salesquot concluded TabaresProving Television39s Attribution ProwessThe main purpose of AE39s study was to confirm television39s attribution strength quotMany previous attribution models are based on the last clickquot noted Ernst quotBut this distorts the way effectiveness is judged TV can drive sales on its ownquot The study in multitouch attribution offers full transparency and proof of performance and therefore a fairer method of measurement Unlike digital which grades its own homework this is a way for TV networks to join with an independent organization and work with all cable and broadcast participants to arrive at one measure across multiple partners Data Plus Math also enables customization based on advertiser relationships and certain first and thirdparty datasetsquotWe are very interested in talking to clients that have grown up in a digitalonly marketing environmentquot explained Peter Olsen Executive Vice President Ad Sales AE Networks quotPerhaps they have trepidation with regard to getting into the TV market We aim to become a first TV partner using this attribution model to help prove the effectiveness of their investmentquotHow it WorksAccording to Ernst Data Plus Math attribution uses viewing data through Vizio mapping data with Acxiom or Experian to measure outcomes including the digital conversation store visits and actual purchases using geolocation and actual first and third party data All of that is quotpassively collected using ACR and is anonymized so there is no personally identifiable informationquot he noted quotResults are then matched on a onetoone basis using Smart TV and STB data for 10 million plus unitsquot he added which enables analysis on a network program genre and network by daypart levels In fact this also allows advertisers to measure the true impact of their creative by day of the week and how that impacts the overall campaignThe example shown for a quick service restaurant revealed the best advertising message fit to drive more consumers into the store In this case television drove incremental store traffic by over seven percent among those that had seen ads for the brand while response among those viewing AE Networks was even higher The analysis was able to prove that incremental traffic was driven more on certain days Thursday and Friday and in specific dayparts weekend and late night The advertiser is able to then retool their marketing plan to retarget the most responsive viewers in the next planning cycle taking advantage of the effectiveness of AEquotWe want to see more case studies to discern the patterns across categories and executions and then make recommendations in real time in confidencequot Tabares said quotIn addition we want to look at the overall effect of one network over another and dig deeper to find differences by day of week or time periodsquot The future will also bring more digital ethnography into the analysis to provide more consumer behavioral insights to the impressions that Data Plus Math deliversquotWe know television advertising works better than any other medium in driving not just upper funnel metrics like awareness but lower funnel metrics as wellquot noted Olsen quotNow we finally have a tool that can prove it We are thrilled to be rolling this out in this Upfront market and look forward to partnering with clients that are interested in this space Clients are being pressed to provide more proof that every penny spent in marketing drives specific outcomes We have listened and we believe this product helps give them what they need to keep premium video as the centerpiece of their marketing plansquotClick 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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A+E Proves the Ability to Measure Multi-Touch Attribution

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Charlene Weisler

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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A+E Proves the Ability to Measure Multi-Touch Attribution

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