Why brands are relying on multi-screen attribution insights
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.
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Source:: Digiday
