Measuring TV Effectiveness - TV Attribution
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This document discusses measuring the impact of TV advertising on digital engagement and conversions. It summarizes a methodology that evaluates minute-by-minute digital activity to establish a baseline and then measure the incremental impact of TV airings. TV spots are credited for a portion of subsequent digital actions in the hours after an airing based on modeling. Examples are given showing how the methodology provides insights such as which TV networks and device types drive the most response to optimize strategies.
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Measuring TV Effectiveness - TV Attribution
- 1. TV Attribution Case Study Understanding the Impact of TV on Digital Engagement and Conversions @caseycarey
- 2. Redefining Our View of TV Performance FX BRAVO CNN HIST BBC ESPNN FNC COMEDY TV LAND SPIKE CMT MSNBC NBA A&E TNT USA TBS TRU TV NFL DSC IFC HGTV Effectiveness Reach
- 3. 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am Digital Activity Baseline TV TV TV TV TV TV TV TV Measuring the Incremental Impact of TV Airings How it Works • Evaluate minute-by- minute and hour-by- hour activity • Machine learning establishes baseline • Model incremental impact of airings
- 4. TV Spot (T0) T1 TV 45% Combining TV and Digital Conversion Paths Direct 50% T2 T0 to T1 = TV credited 45% T1 to T2 = TV credited 35% Direct 5% TV 35% Direct 15% Display 25% PPC 25% $100 Display 25% PPC 25% $100 Display 25% PPC 25% $100
- 5. Real Examples of the Methodology in Practice
- 6. 1.6% 0.3%0.4% 1.0% Long Form Brand Short Form Response Category Search Brand Search Insight: Brand spots drive 4X greater interest in the category; Align search strategies to response.
- 7. Insight: Mobile and tablet experience is critical to effectively harvesting response from TV. 59% 30% 28% 51% 13% 18% Baseline Response Tablet Mobile Desktop
- 8. Insight: Underinvested in best performing networks; Reallocate buys to match. 173 120 41 20 66 61 35 28 70 7 13 25 6 SPIKE CMT MS… NBA A&E TNT USA TBS TRU… NFL DSC IFC HGTV Impressions (MM) 5.5 6.9 8 9 10.2 13 13.6 14.1 15.5 16.5 24.6 35.8 50.6 SPIKE CMT MS… NBA A&E TNT USA TBS TRU… NFL DSC IFC HGTV Effectiveness Index
- 9. Insight: Creative 1 has a 30% higher brand response and 4X greater overall response. 10.2% 7.8% 33.2% 18.8% 13.0% 3.1% Creative 1 Creative 2 Brand Category Overall
Editor's Notes
- 1. Reach the right people. 2. Tell them a story. 3. Reconfirm that story over time. Build love and trust. Come back. Borrowing pyramid from http://adwords.blogspot.com/2014/02/investing-in-better-measurement-for.html
- Mass Media Creates customer awareness Drives customers to online and in-store Digital Media Captures customer segment not exposed to mass media Drives website and in-store traffic Supports mass media online response
- Slide Objective Key Talking Points Direct nav (pointer icon) Display (square display icon) Paid Search (magnifying glance) In addition to understanding the impact of TV on digital, it’s important to understand how TV fits into the full conversion path for a holistic view of attribution. If we were only to run the impact analysis of TV, we would still be over-counting conversion credit across digital and broadcast. The way that we accredit TV is by running a lift analysis across conversion paths at using probabilistic analysis to allocate a portion to TV. Here’s an example: In these paths, there is a direct visit, then a display view, then a search click, and finally a conversion, we would fractionally attribute value across these touch points using the methodology we just discussed. Now let's say that after running our TV attribution model we show that TV spot drove a lift in website visits during a particular period of time, essentially what we do is inject into that user-level path a kind of probabilistic event that's tied to that TV ad spot. So, the way to think about that is let's say that our model showed that there was a 40% probability that that website visit was driven by TV, what we then essentially do is take the fractional conversion attribution that would have been attributed to Direct Navigation, and we divide 40% back into the TV touch point (and I’m guessing this is divided over t1 and t2 based on decay?). This basically allows us to push down the TV insights into the Digital data, allowing the fractional attribution across both TV and the digital touch points and it allows for picking up some of the lag effect...where the TV spot may have driven website visits or a search click weeks prior to the actual conversion, but we're then able to tie that conversion event that happens much later back to that TV activity.
- Green ad had 1.8M impressions – green bars show the lift for that The yellow shows smaller ads – and you can see how the attribution is layered in