TVSquared and Beet.TV collaborated on a video series exploring how the buy and sell sides are leveraging attribution to make TV an outcome-driven medium.
Check out the series to learn how agencies, brands and networks are giving TV attribution the attention it deserves.
Touch Of Modern’s Hum On The Importance Of TV Attribution
Touch of Modern Co-Founder & CEO Jerry Hum’s advice for direct-to-consumer brands is quite simple. He recommends having a diversified marketing portfolio and, if a company’s just spending on digital media, “definitely look at TV.”
Creative Testing Unleashes Marketing Architects, Hultgren Says
Not all media agencies are on Madison Avenue. In the case of Marketing Architects, Minneapolis is the perfect place to be powering the next generation of TV ad.
Comcast Spotlight Goes Down The Funnel For TV Attribution With TVSquared
A little over a year ago, Comcast Spotlight decided to assemble a measurement team to prove that linear television works beyond just upper-funnel performance metrics. The ad sales division partnered with TVSquared on a mission that is intended to extend to VOD and IP-delivered TV.
NCC Media’s Ivins On Real-Time Campaign Measurement, Attribution Partners
As television advertising measurement evolves from probabilistic to deterministic, it’s sparking a related evolution. The end result could be called high-speed marketing mix modeling (MMM) on cruise control.
Local TV Advertisers Find Results In Measurement: TVSquared’s Kinsella
Some may think local advertisers and TV networks are under-powered when it comes to ad-tech capabilities – but that isn’t necessarily so, according to a growing number of vendors serving a local market that is increasingly keen on data-driven solutions.
Tracking Incremental Reach Expands With ACR Data: FreeWheel’s Wallach
FreeWheel’s already formidable footprint in tracking video viewing across screens got a boost when it began to factor in smart-TV data from Inscape. And with TVSquared as a partner, campaign attribution and optimization can happen much sooner than has traditionally been the case.
Comcast’s Zapata: Data-Driven Outperforms Constricted TV Buys
Advertisers need to open up a bit on the way they’ve been buying television so as to best maximize their campaigns, says Comcast Spotlight’s Andrea Zapata. “For us what we’ve learned is that our clients are traditionally buying us still in ways that they’ve been doing for years,” says the VP of Research & Insights at the ad sales division of Comcast Cable.
Shaped By DTC Brands, Ecosystem Embraces Television Ad Attribution: TVSquared’s Smeaton
When Calum Smeaton set out in 2012 to explore the nascent exercise of television advertising attribution, early clients were direct-to-consumer brands. Since then, other brands, agencies and media sellers/distributors have adopted the CEO & Founder of TVSquared’s vision, to the tune of 770 brands, agencies and networks in 70+ countries.
The Recipe For Performance TV:
Once upon a time, TV’s mass reach and limited analytics meant the box in the corner of the living room was a top-of-funnel, brand-building marketing medium. But a new generation of technology, a new wave of direct-to-consumer brands and a strategic re-awakening at ad agencies are changing that story.
Hippo Builds Insurance Brand With
Local Knowledge: Collins
How does an insurer valued at $1 billion insure itself against brand failure? By using TV to build its brand and data-driven marketing channels to drive customer sign-ups. Launched in 2015, Hippo Insurance this summer raised a $100 million investment round, ratcheting up its valuation.