Modern advertisers seek to align campaign performance with business outcomes, leveraging multi-screen attribution to understand customer behavior across linear and streaming television. This approach provides holistic insights, allowing brands to tie TV ad exposure to consumer actions and identify emerging trends, such as optimal shopping days. Brands must evaluate potential partners for proficiency in providing this data.
Key Points:
- Deterministic Multi-Screen Attribution: Enables brands to link TV ad exposure to consumer actions across various TV formats, providing insights into consumer behavior and allowing for campaign adjustments.
- Aggregated Attribution Insights: Brands need deterministic, multi-screen attribution at scale, matching first-party data from set-top boxes and streaming devices with website visitation data. This privacy-focused approach offers precise consumer matches.
- Value of Multi-Screen Attribution: Advertisers use this data to improve campaigns. Partners like Spectrum Reach analyze numerous campaigns to enhance media effectiveness.
- Customer Action Insights: Daytime and early fringe viewing periods offer high response rates, with specific days like Wednesdays and Saturdays showing higher engagement for certain categories.
- Tailored Audience Advertising: Multi-screen attribution helps brands serve custom ads and identify effective creative strategies. For example, Pella Windows and Doors of Wisconsin saw a 25% higher response rate using data-driven insights.
- Channel and Content Effectiveness: Insights help media buyers and planners allocate budgets effectively. Ad-supported entertainment networks and sports networks show higher response rates.
Conclusion:
Multi-screen attribution provides accurate insights into what drives consumer actions, allowing advertisers to maximize investment, enhance campaign effectiveness, and achieve accurate business outcome measurements. This data-driven approach helps brands navigate the modern media landscape, optimize media placements, and serve tailored audience advertising.
