TV ads can be brand-builders or direct-response incentives. Many attribution companies build their TV measurement capabilities around the latter, and forget the former. This can lead to under-crediting TV by as much as 10x.
TV measurement must account for both types of ads, both short and long-term effects, and must fit into the broader view of omni-channel efforts. Convertro’s TV attribution methodology addresses all of these requirements.
See Immediate and halo effects of TV
We insert TV exposures into each user’s attribution path based on likelihood of exposure at the DMA level
We align TV exposures with specific digital activity occurring shortly after TV ad airing
TV is not measured in a silo, but accounted for holistically by Convertro’s MTA and Unified models
Identify at a macro and tactical level what TV advertising performance
Attribution credit is assigned down to the network/show/episode/DMA/creative level
National, local, and international ad airings are supported
Accurate and flexible sourcing of TV data
We combine automated data feeds with agency-provided spot logs to provide the most accurate measure of ad spend as well as quick data ingestion of airings data and performance metrics
Where available, we use deterministic set-top-box data and Audio Content Recognition to assign consumer-level TV ad data into the attribution path