TV Attribution Gets a Whole Lotta Love From Advertisers

MediaVillage journalist Kathy Newbergeramp160moderated the panel of television and attribution professionals guiding the conversation as they dove into this notable topic Panelists included Tom McLoughlin vice president regional sales at New York Interconnectamp160NYI Matt Krepsik global head of MROI product leadership at Nielsenamp160Global Media Michael Scott head of sales brand amp8211 North America for Samsung Ads Bob Ivins chief data officer at Ampersandamp160previously NCC and Craig Berkley head of revenue for LiveRamp TVThe consensus Attribution is helping brands eliminate the guesswork around channel performance and measure the effectiveness of TV adsIt39s a point that Newberger enthusiastically raised in her opening comments amp8220I never had a doubt that television advertising worked but in the past attribution meant putting your client in a commercial and waiting for someone to say to them 39Hey I saw you on TVquotNewberger was steadfast in singing the gamechanging praises of attribution for TV advertising pointing out that times have changed but not all advertisers realize it amp8220There weren39t ways to track who saw TV ads and what they did afterwardamp8221 she explained Many brands struggle to let go of this outdated notion putting on blinders to the progress attribution has made in recent years And she wasn39t the only one who felt that wayHaving worked on some of the earliest household addressable campaigns NYI39s McLoughlin amp8212 who has shared his love for attributionamp160with MediaVillage in the past amp8212 spoke to how farreaching attribution is in today39s advertising ecosystem Though many of the most shared attribution success stories are related to automotive advertising he noted its effectiveness isn39t limited to any one industry McLoughlin believes that all advertisers should use it to measure TV ad performance amp8220Accountability has become a common theme It39s great for TV to now be able to show a business outcomeamp8221 he saidMcLoughlin shared an example to emphasize his point amp8220We recently launched a campaign with an entertainment venue Historically they weren39t looking at TV amp8230 it was a digitalonly playamp8221 he explained amp8220We dropped a pixel on their site so we could actually measure TV ad exposure to web visits as well as TV ad exposure to ticket purchasesamp8221Backed by his experiences of working with Nielsen and Mindshare Ampersand39s Ivins asserted that the advertising industry as a whole owes brands proper attribution He also noted that it39s possible to do so amp8220At this point in our ecosystem activity data amp8212 however we define that whether it39s a website visit or viewing data amp8212 is being passively collected at scaleamp8221 he said amp8220We can combine that information in a privacyprotected way to define and find information that clients want to find at the front end and to measure and report at the back endamp8221Samsung Ads39 Scott also emphasized the importance of ensuring privacy compliance while collecting data for attribution He explained that Samsung Ads39 system for example uses a triple optin from consumers before collecting data The approach is delivering positive results In one campaign he cited as an example they were able to determine that combining OTT and linear drove a 143 percent increase over linear aloneNYI39s McLoughlin added that not only do advertisers benefit but their media partners do as well amp8220Our partners at Charter Altice and Comcast saw amp8230 the opportunity to use conversion analytics on the back end and tie ad exposure to an actual business outcomeamp8221 he said amp8220We think it39s really a big opportunity in the marketplaceamp8221Clearly as more brands and their partners invest in TV attribution it will bloom into a great love story that will most certainly have a happy endingPhoto courtesy of Advertising WeekClick the social buttons 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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TV Attribution Gets a Whole Lotta Love From Advertisers

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Hayley Virgil

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