TV advertising is an almost $180B global industry and, despite the rise of digital, TV is still the most powerful and efficient medium for reaching large audiences. However, measuring TV has long provided challenges for agencies and brands that remain dependent on outdated, inaccurate ratings data.
But with the recent rise of same-day TV attribution technology, advertisers are now provided with the analytical insights, measurement and in-flight optimization opportunities previously only realized with digital.
It?s certainly an interesting time for advertising, and that is why I asked our CTO, Kevin O?Reilly, to discuss the biggest trends that will impact the space ? specifically, TV advertising ? this year. According to Kevin, there are four areas to watch: attribution, unicast distribution of prime content, targeted TV buying and convergence.
The Year of Attribution ?
According to Kevin, by calling this trend the ?Year of Attribution,? he means accurate attribution based on the impact that media investments have on the customer journey.
For example, a marketer wants to know that adding a conversion-based piece of creative to the TV mix in key day-of-week placements increases retail conversions on Saturday mornings. The marketer wants to know the incrementalimpact of adding campaign elements. Further, this marketer doesn?t want to wait nine months for a model to be built that will help shape a campaign done a year ago.
Critical in supporting this ?accurate attribution? approach is a clear signal from each campaign element: Did email content drive open rates? Did a new video increase complete- and post-view engagements? Did a TV spot drive second-screen activity and engagement with the brand?
Clear, accessible, relevant signals that form clear feedback loops and accurate attribution are now more than simply table stakes to prove ROI at the end of a campaign. They are a critical component of same-day optimization across the whole media plan.
Check back in a few days for part two of this blog series where we?ll discuss unicast distribution of prime content.