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October 17, 2017

New Measurement of TV and Mobile Campaigns

New Developments that Measure the Impact of TV and Mobile Campaigns

As eMarketer reports, television and mobile is where brands and marketers are putting the bulk of their advertising dollars, and, rightfully so. U.S. adults spend the most time consuming content through these two channels, according to eMarketer. While a variety of metrics can be tracked to measure the success of mobile and television campaigns, two new solutions have entered the market that give advertisers a way to analyze and evaluate their advertising efforts beyond the screen or click. Leading data management platform Lotame has launched aiTV: Audience Intelligence for Television and Video, which brings audience insight and targeting options to television campaigns. Additionally, Simpli.fi, a leading programmatic platform, has added Geo-Conversion Lift to their Geo-Fencing and Conversion Zones products, allowing advertisers to measure the offline impact of their online campaigns.

Run a More Effective and Efficient TV Campaign

Lotame’s aiTV suite combines TV viewership data with viewers’ online and offline interests and behaviors, allowing television networks to gain a deeper, more comprehensive look at their audience, and enabling marketers and advertisers to better plan, analyze, and measure the effectiveness of a television campaign.

Hearst Television is at the forefront of leveraging the aiTV suite, which includes three product offerings: aiTV platform, aiTV Attribution & Insights, and SmartTV Data Segments.

The aiTV platform is the industry’s first data management platform for television and video and links Lotame’s robust online behavioral data with television viewership data. Through partnerships with TV manufactures, Lotame is able to ingest anonymous viewership data across 210 designated DMAs from nearly 15 million connected televisions. The viewership data is then mapped against digital consumer data points via Lotame’s proprietary cross-device technology, therefore allowing digital audiences to be represented by TV.  The aiTV platform can identify the programs, day parts, networks, and genres that a desired audience is prone to view, allowing brands and marketers to plan more effective and efficient data-based television campaigns. For instance, a travel brand that typically buys expensive prime time TV slots may find their audience indexes higher for afternoon daytime TV on Tuesday. With this insight, the travel brand can shift to a more efficient daytime TV buy all the while effectively reaching their target consumer.

Once a campaign launches, brands can gain an understanding of the TV viewers who are interacting with their campaign through the aiTV Attribution and Insights suite. A variety of attribution reports are available to measure the impact that the media buy had on a brand’s foot traffic, online and offline sales, and website traffic.

The third component of the suite, aiTV SmartTV Data Segments, enables TV advertisers to target viewers across the digital landscape, too. For example, a person that viewed a TV show or commercial can be served with additional brand messaging on their desktop or mobile device.

Measure the Offline Impact of Mobile Ads

While mobile advertising accounted for 70.3% of digital ad spending this year, consumers are still doing the majority of shopping in store, according to research by JLL. Luckily, with Simpli.fi’s new Geo-Conversion Lift reporting dashboard, brands, restaurants, and retailers can connect their mobile advertising efforts to in-store traffic and purchases, and quantify a more accurate ROI.

The Geo-Conversion Lift dashboard tracks the increase in foot traffic to a desired location by users who have been served ads in a campaign and measures it against a baseline of users who have not been served ads. This collection of data allows advertisers to compare the conversion rate of their advertising campaign against their natural conversion rate and see the lift their advertising had. In addition, the reporting and analytics dashboard can report the average number of days it takes a user to go from a target zone to a conversion zone, whether they’ve seen an ad or not.

With these two new data solutions, marketers and advertisers can gain a better understanding of their audience and their consumers’ path-to-purchase, which will lead to more efficient and effective planning for future campaigns.