LONDON — Just a few short years ago, the worlds of media had become islands. Online, supremely trackable, was selling ads in a vacuum. TV, disconnected, looked isolated by comparison.
Now, digital TV and identity resolution technologies are building a bridge, however.
In its latest report entitled Assigning TV Credit: A Practical Guide to Attribution, FreeWheel Council for Premium Video (FWC), the education body established by Comcast-owned video ad-tech company FreeWheel, shares examples and best practices for brands who want to spend in one medium to achieve results in another.
“TV has always been a brand builder,” says FWC’s James Rothwell in this video interview with Beet.TV. “It’s always been about awareness and reach. But, with the precision that you’re able to now get through advanced TV, you’re able to now push that consumer down through the consider, intent, and sales process as parts of the funnel.”
FWC’s attribution report includes parts on:
- Demystifying First/Last Touch Attribution
- Household Level Ad Exposure Impact
- The Purchase Funnel & Advanced TV’s Multifaceted Role
And it features 10 case studies, including one on a regional automotive dealer that drove incremental reach to its website through multi-screen extension via premium digital TV.
“Some of the key takeaways for us was really around showing how those different ways in which TV companies, media companies are able to now push their consumer down through the funnel through those different techniques, and through the different ways in which they can target and get to those precise audiences,” Rothwell added.
“One of the other takeaways is that TV can now operate on the same plane as digital. Digital has always had its advantage of being a closed loop channel for marketers, and TV has always suffered as a result by the fact that they couldn’t do that.”
In summation, FWC’s report includes five pieces of key best practice marketers can follow:
- Use granular levels of data to optimize your campaign mid-flight
- Establish an appropriate timeline to measure against the campaign objectives
- Use a statistically-significant model to infer causality for your media plan
- Incorporate a control group for your measurement
- Make sure the data is representative of the target population being measured
This video is part of Beet.TV’s coverage of the Future of TV Advertising Forum 2018, London. The series is sponsored by Finecast. For more segments from the series, visit this page.
