Sponsored by Spectrum Reach • May 23, 2024 •
In this upfront cycle, modern savvy advertisers want to align their campaign performance with business outcomes, not just media metrics. Multi-screen attribution is an effective tool for brands because it allows the advertiser to understand the customer’s behavior on a granular level by providing holistic insights on linear and streaming television in one report.
Deterministic multi-screen attribution allows brands and marketers to tie TV ad exposure across linear, streaming and addressable TV campaigns to consumer actions, and it provides insights into emerging trends and patterns in consumer behavior, such as the days of the week consumers are most likely to shop for a particular brand. This capability allows brands to adjust and modify campaigns to stay ahead of the curve and remain relevant to their audiences. However, this capability is unique to a select few, so brands need to ensure they’re evaluating the proficiency of potential partners so they gather the data they need.
Aggregated attribution insights help drive decision-making
Brands need deterministic, multi-screen attribution at scale that matches aggregated and de-identified, first-party data collected from set-top-boxes and streaming devices with their website’s visitation data. Some multi-screen attribution services provide privacy-focused one-to-one matches of consumers exposed to an ad and who visited the website instead of a probabilistic match (which is more of a guess). This deterministic, multi-screen attribution data allows brands to adjust and modify campaigns to stay ahead of the curve.
Advertisers understand the value of multi-screen attribution data in providing the insights they need to improve their campaigns. Partners like Spectrum Reach have analyzed hundreds of advertiser campaigns to gather insights that can increase the effectiveness of media campaigns using attribution. As brands look for this data or the right partner, there are a few key findings all brands can keep in mind.
How multi-screen attribution reveals what drives customer action
Daytime and early fringe viewing periods offer brands and agencies some of the biggest opportunities. Daytime generates 2x the response rate compared to primetime, and early fringe has 2.2x the response rate compared to primetime.
Additionally, day-of-the-week attribution insights help advertisers know when customers are more likely to engage, giving them an advantage for media optimization. For example, Wednesdays have a 14% higher than average response rate for the grocery category because most chains publish their weekly circular on Wednesdays. Saturdays drive a 42% higher response rate for travel, leisure and entertainment, and Sunday response rates for the retail category are 19% higher than average.
Multi-screen attribution accurately informs advertisers and brands about what drove viewers to act. These precise insights ensure a direct correlation between ad exposure and consumer actions, allowing advertisers and brands to maximize their investment, enhance campaign effectiveness and obtain accurate measurement of business outcomes. By removing the guesswork, brands and advertisers can navigate the modern media landscape with multi-screen attribution, providing the data that paints the complete picture.
Multi-screen attribution helps advertisers serve tailored audience advertising
Multi-screen attribution data helps brands serve custom ads tailored to specific audiences and informs which creative is working hardest to drive outcomes by delivering the right message to the right person.
For example, Spectrum Reach’s client Pella Windows and Doors of Wisconsin saw a 25% higher response rate when the company infused its creative with data-driven insights, such as consumer home values, family incomes, home location and homeowner occupations.
Additionally, insights from multi-screen attribution help media buyers and planners identify which channels and content drive the most website traffic conversions, enabling them to allocate budgets to the most impactful strategies.
Spectrum Reach found that ad-supported entertainment networks and programming compose the largest share of time spent with multi-screen video in homes with its services. For instance, advertising on sports networks generates a 24% higher response rate, and campaigns that leverage Spectrum News saw higher website responses on average than those that did not.
Aggregated attribution insights are helping brands and advertisers improve decision-making and campaign effectiveness while understanding the differences in response rates due to time of day and the day of the week helps teams optimize media placements. Brands and advertisers are incorporating insights from multi-screen attribution via data-informed roadmaps, for example, to plan more effective campaigns and reach fragmented audiences across various screens.
Sponsored by Spectrum Reach
https://digiday.com/?p=545806
