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Marc Vermut,
VP, Marketing Solutions
Mark Myers,
SVP, Customer Success
Linking TV and Digital Attribution: A True
View of Cross-channel Performance
2
Consumer behavior is constantly changingbut never before has it changed so fast than in recent weeks
TV viewership is increasing year-over-year
Media consumption is surging even more rapidly during COVID-19 pandemic
TV viewers are shifting to different networks, programming and dayparts
Advertisers in certain categories have responded quickly
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TV Viewership Increasing YOY
Source: iSpot COVID-19 Impact on TV Advertising
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▪ News networks are seeing large spikes in viewership, especially
during the Early Morning and Daytime hours.
▪ National Broadcast Networks are seeing a slight decline in Primetime
viewership week over week.
▪ Children’s programming is seeing the same volume as general cable
and news networks during Daytime dayparts.
▪ Cable news, lifestyle, and family-friendly networks are providing more
reach per dollar vs sports due game, tournament and season
cancellations.
▪ Streaming is increasing dramatically with 18% WoW increase from
February-March.
Recent Changes in TV Viewing Behavior
Source: iSpot COVID-19 Impact on TV Advertising
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TV Advertisers Quick to Respond
Source: iSpot COVID-19 Impact on TV Advertising
• 63 brands across 10 industries
aired COVID-19 related
commercials
• Over 100 spots amounting to
4.31B impressions
• Government agencies and
Automotive companies make up
over half of COVID-19 impressions,
Restaurants come in next while
Travel made up only 3%.
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COVID-19 Creatives and CTAs: Key Insights
• The CDC ranks #1 in impression
volume for COVID-19 related
creatives, followed by Burger King.
• Casual Dining Restaurants like
Denny's and IHOP are promoting waived delivery fees.
• Auto companies promoting special
lease deals with Hyundai pushing its
assurance program offering coverage
to individuals impacted by COVID-19.
Source: iSpot COVID-19 Impact on TV Advertising
Let’s Talk About Attribution
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Measuring the increase in the likelihood to purchase after being exposed
to advertisements (moving from stage to stage in the below example )1 2
2
Inherent Likelihood to
Purchase
Likelihood to Purchase after
Marketing
Exposure
Marketing Exposure
Customers take action based on the combination of their
organic propensity and the impact of marketing interactions
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$40 Credit $30 Credit
$100
$5 Credit$20 Credit $2 Credit $3 Credit
Incremental
Multi-channel Model
$100
$100 Credit
$50 Credit$20 Credit$30 Credit
Typical
Ad Server Model
Digital Only
Model
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The Right Model Accounts for All Influences
DISPLAY EMAIL PAID SEARCH
DISPLAY EMAIL PAID SEARCH
$100
PAID SEARCHDISPLAY TELEVISIONECONOMY PRINT
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MTA Guides Near-Term Marketing DecisionsDEEPER CONSUMER INSIGHTS
Identify best performing audiences
ROI FOR ADDRESSABLE
CHANNELSQuantify ROI for all touches
PERFORMANCE
MEASUREMENTOptimize to key publisher, media, creative
Creative 1 Creative 2 Creative 3 Creative 4
Tactic 1 Tactic 2 Tactic 3
PUBLISHER / PLATFORM
IMPACTActivity, overlap, incremental reach
REAL-TIME OPTIMIZATION
Adjust channel, tactic, budget in real-time
OMNICHANNEL CONVERSIONS
Identify differences in path to conversion
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What Your MTA Model Should Measure
• Current Home Owner• Head of Household
• Income: $75,000
• Loyalty: Yes, Bronze• Last Purchase: 6 mos.
• Segment: 124
Consumer
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What Your TV Measurement Model Measures
• Current Home Owner• Head of Household
• Income: $75,000
• Loyalty: Yes, Bronze• Last Purchase: 6 mos.
• Segment: 124
Consumer
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What TV in MTA Measurement Looks Like
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▪ Enables marketers to finally quantify the real-time impact of TV
advertising on sales and digital behaviors.
▪ Measures the incremental impact of TV at a granular level across all
forms of TV and audiences.
▪ Fulfills a need for a standardized currency to effectively measure TV
influence in relation to the rest of the journey.
▪ Supports the need for clear and complete measurement across a
growing ecosystem of omnichannel consumer touchpoints.
Why Integrate TV Measurement With MTA?
Level
1
Reach & Frequency
Age & Gender
based TV
1950s
Level
2
Media Mix
Allocation of
budgets across
channels
1970s
Level
3
Direct Response
Measure
immediate
response to TV
(DRTV, Last
Click)
1990s
Level
5
Cross-channel TV +
Digital MTA
Single model
accounts for all
touch points across
every channel
Today
Level
4
TV-Only Attribution
Always-on linear &
OTT attribution
against outcomes
2010s
TV Measurement Maturity Curve
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Made up of multiple data sets
Consistent, scalable and accurate
Built into accepted products
Vetted against currency
Ad Airing Data
Smart TV Program Data
Smart TV Ad Viewing Data
TV Ad Catalog
Device & Demo Data
US Census Data
Foundational Media Measurement is:
Let’s Talk About TV Measurement Data
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Provides Granularity and Timeliness
A unified approach to multi-touch attribution includes granular insights
across the entire journey inclusive of all channels and signal.
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Granular TV Measurement Data Mapped to Omnichannel Identity
Smart TV Program Data
Ad Airing Data
Smart TV Ad Viewing Data
TV Ad Catalog
Device & Demo Data
US Census DataTV
Cookie
Device ID
ID
Cookie
ID
Device ID
Phone
Address
#Phone
Name
Locations
Addressable Media
Interactions
Non-Addressable and
Exogenous FactorsConsumer Attributes
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The Math of Incremental Measurement
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Leveraging a Panel for Actionable Intelligence
No TV Panel
The average effect of
TV for the population
not included in the TV
panel is captured by
“base” (non-actionable)
The digital marketing
contribution
TV Panel
The effective “base” for
the TV panel excludes TV
effects (non-actionable)
The digital marketing
contribution
The addressable impact of
TV captured at the individual
and feature level (actionable)
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Removing Panel Bias and Increasing Scale
UrbanCore
Urban Suburban City Rural
Urbanicity
$15k-$30k $30k-$54k $54k-$92k $92k+
Average HH Income
Other Panel 3U.S. Census
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▪ What is the ROI of TV?
▪ How incremental is TV when present with other media and when solely
present?
▪ Who is viewing my TV spots? Do different audiences perform better? Worse?
▪ How does TV perform relative to other video advertising? OTT, Addressable TV, Online Video?
▪ How can TV be more effective across Network, Program, Daypart allocations
to yield higher ROI?
▪ What are the optimal frequencies by Network and Channel and how can
investments be reallocated to improve exposure efficiency?
▪ What customer journey insights can be learned when TV exposure is included
in the sequences, e.g., overlap with other media and position in journey?
TV Questions Answered by MTA
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MTA Reveals TV Journey Position and Timing
Position in the Pathway Time to Conversion
Illustrative Data Only Illustrative Data Only
Network
Conversions
Touched Attribution
Incrementality
IndexNetwork A 17,649 465 71
Network B 10,905 311 77
Network C 9,448 290 83
Network D 4,390 198 122
Network E 6,318 187 80
Network F 5,693 205 97
Network G 4,183 174 113
Network H 3,445 176 138
Network I 4,449 150 91
Network J 4,097 163 107
Network K 4,202 132 85
Network L 3,713 135 98
Network M 2,550 132 140
Network N 3,094 110 96
Creative
Conversions
Touched Attribution
Incrementality
IndexCreative 1 40,568 1,461 92
Creative 2 20,906 775 95
Creative 3 23,397 809 89
Creative 4 6,162 393 164
Creative 5 10,233 320 80
Creative 6 6,588 264 103
Creative 7 4,901 149 78
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TV Performance At All Granularities
Illustrative Data Only
Illustrative Data Only
Incremental ROI and contribution
provide optimization guidance for your
TV plan, allowing you to compare:
▪ TV vs other media channels
▪ Networks
▪ Campaigns
▪ Creatives
▪ Daypart
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▪ Better measurement begins
with better data
▪ Your MTA model should reflect
the customer journey
▪ Your MTA model should be
inclusive of all available signals
▪ Data granularity and flexibility
matter
▪ Panels make it possible
Takeaways
Marc Vermut,
VP, Marketing Solutions
Mark Myers,
SVP, Customer Success
THANK YOU!Q&A
