Why brands rely on multi-screen attribution insights

Deterministic multi-screen attribution allows brands and marketers to tie TV ad exposure across linear, streaming, and addressable TV campaigns to consumer actions. It provides insights into emerging trends and patterns in consumer behavior, such as the days of the week consumers are most likely to shop for a particular brand. This capability helps brands adjust and modify campaigns to stay ahead of the curve and remain relevant to their audiences.

Aggregated attribution insights help brands drive decision-making by matching aggregated and de-identified, first-party data collected from set-top-boxes and streaming devices with their website’s visitation data. This deterministic, multi-screen attribution data allows brands to adjust and modify campaigns to stay ahead of the curve, ensuring a direct correlation between ad exposure and consumer actions.

Multi-screen attribution reveals that daytime and early fringe viewing periods offer some of the biggest opportunities for brands and agencies. Daytime generates 2x the response rate compared to primetime, and early fringe has 2.2x the response rate compared to primetime. Additionally, specific days of the week show higher engagement rates for certain categories:

• Wednesdays: 14% higher response rate for the grocery category
• Saturdays: 42% higher response rate for travel, leisure, and entertainment
• Sundays: 19% higher response rate for retail

Multi-screen attribution data helps brands serve custom ads tailored to specific audiences and informs which creative is working hardest to drive outcomes by delivering the right message to the right person. For example, Spectrum Reach’s client Pella Windows and Doors of Wisconsin saw a 25% higher response rate when the company infused its creative with data-driven insights, such as consumer home values, family incomes, home location, and homeowner occupations.

Spectrum Reach found that ad-supported entertainment networks and programming compose the largest share of time spent with multi-screen video in homes with its services. For instance, advertising on sports networks generates a 24% higher response rate, and campaigns that leverage Spectrum News saw higher website responses on average than those that did not. These insights help media buyers and planners identify which channels and content drive the most website traffic conversions, enabling them to allocate budgets to the most impactful strategies.