Measuring TV’s Impact Down the Funnel
16 August 2019 • tvsquared
Marlessa Stivala,
Content Marketing Manager

Last week, we officially announced our partnership with Effectv (formerly Comcast Spotlight) – launching Instant IMPACT, the first scalable, local TV attribution solution on the market. With transparent, timely proof of performance, we’ve changed the game for local TV advertisers.

In an industry full of talk, we’re proud to take action with Effectv to deploy attribution for virtually all of its local TV ad campaigns. And Effectv clients are already recognizing the powerful impact of attribution!

In her recent blog post, Melissa Hutter, Effectv’s Senior Director of Measurement Strategy, examined three local advertisers that have used Instant IMPACT to measure lower-funnel activity and tie TV back to business outcomes. Here are some of the highlights:

  1. Optimizing by Daypart

An auto advertiser in Boston traditionally ran the majority of its spots in Primetime. But using Instant IMPACT, it saw that other dayparts were high-performing as well. The advertiser shifted some spots away from Primetime into broader dayparts and saw, within three months, a 73% lift in TV-driven website traffic.

  1. Optimizing by Networks and Programming Genres

Another advertiser devoted most of its TV spend to sports, with three-quarters going to ESPN. After it began using Instant IMPACT, the brand implemented an audience-driven schedule, spreading impressions across 21 networks and programming genres. This resulted in a 107% increase in immediate website visits, while also tripling its household reach.

  1. Optimization for Better Full-Funnel Performance

Leveraging Instant IMPACT, a Denver-based auto dealer switched to a data-driven, audience-based buying strategy. It expanded its buys to 14 networks, which resulted in a 17% increase in household reach, and significant growth in TV-driven search (+11%) and website visits (+17%). What more do you need to see that TV influences the funnel from top to bottom?

For more details on the case studies highlighted above, check out Melissa’s blog in its entirety here.