How Attribution Ties TV Ad Spend to Digital Results
90%
$78.8
of consumers use a second screen while watching TV*
BILLION
and 42% of all ad spending is in TV*
BUT tying real results to TV is difficult
AND digital is highly trackable
l= Digita TV + T IO N TRIBU T A V T
Nest Connects the TV and Digital Dots How It Works
Assess minute-by-minute baseline Google search queries and site visits
1
2 Track search and site visit spikes each time a Nest TV ad airs
3 Determine how much of the increased activity is attributable to the TV ad airing 6AM
8AM
10AM
12PM
2PM
4PM
6PM
2.5x
5x
Lift in search volumes from the best performing cable channel categories
Mix of four channels drove significantly more response
8PM
10PM
12AM
Continuity between media plan and offline has potential to improve awareness
TELEVISION
Nest found additional ROI opportunities when segmenting by programming genre
DIGITAL
TV attribution allows you to:
TV attribution allows you to:
• QUANTIFY
• REVEAL
• OPTIMIZE
• OPTIMIZE
• AUGMENT
• GLEAN
• EMPOWER
• CONNECT
the concrete business value that TV investments deliver future traditional media buys by creative, network, and day-part your panel and MMM analysis with quick, actionable insights creative teams with granular feedback on ad performance
immediate TV-to-digital behaviors exhibited by your audience digital creative, flighting, and search campaign performance the best keywords to inform SEO, search, and messaging strategies online and offline campaigns for maximum awareness and synergy
* SOURCE: “Video Ads and Moments That Matter,” Neal Mohan, Google (Consumer Electronics Show 2015)
How Attribution Ties TV Ad Spend to Digital Results - Services
BUT tying real results to TV is difficult. AND digital is highly trackable. Lift in search volumes from the best performing cable channel categories. Mix of four channels ... Track search and site visit spikes each time a Nest TV ad airs. 2. TV attribution allows you to: ⢠REVEAL immediate TV-to-digital behaviors exhibited by your ...
advertising alone accounts for nearly 40% of marketing investments globally. ... down to the minute â interpret and determine the relationship between ...
who are interested in mass media messages immediately hop on a second ... ://www.mycustomer.com/news/deloitte-traditional-tv-advertising-still-most-effective.
â2015 Ad Spend Rises to $187B, Digital Inches Closer To One Third Of It.â TechCrunch.com. January 20, 2015. Web. January 5, 2016. 2 http://www.mycustomer.com/news/deloitte-traditional-tv-advertising-still-most-effective. 24% of viewers age 16 to
deserve all of the credit for their business. In reality, most ... Every business has different advertising goals. ... Reach customers earlier in the purchase cycle. â.
The hotel chain is going to cast a wide net and drive as many impressions as possible, while the florist is more likely to push for immediate conversions. They'll be running two distinct campaigns, and will need to measure results differently. Take t
of your online marketing campaign â including paid and organic search, email, affiliate marketing, display ads, .... Ensure that you have Goals or Ecommerce tracking set up in Google. Analytics, and check that these .... saw that neither model was
Easily onboard your data with ad server log files or JavaScript tags. Integrated ad viewability means no credit is given to ads that were never seen. âOne of the benefits of data- driven attribution is the ability to quickly synthesize all the disp
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percentage of spending each year, offline sales continue to capture the lion's share of revenue for many businesses. When offline and online purchase data are siloed, it is difficult for marketers to know which marketing touchpoints influenced conver
generate customer awareness for the brand. Keywords that are ... Awareness. Interest. Familiarity. Desire. Comparison. Consideration. Intent. Purchase. Trust.
Optimization. Tweak and improve the performance of in-flight campaigns. ⢠Impact analysis. Lift and funnel stage reports reveal how channels impact the performance of other channels. ⢠Campaign strategy. Evaluate creative and placements across al
Lift Analysis (Ground Truth). Fractional Attribution. Last-Ad Attribution. Assist Value. 61.6%. 59.2%. 11.4%. Figure 2: Assist values from display on search clickers. Note the last-ad attribution is not 0% here, as we considered the assisting impact
can help your organization answer, you will learn if it is a fit for your business. Lastly, you will be left with tips and tricks for how ..... machine learning and mathematical expertise to tackle in-depth analysis. Bottom Line: Augment your ... of
Accounting for these impacts can offer optimization recommendations. Consider a tax software company that spends hundreds of millions on reaching consumers each year. ... The Google Analytics 360 Suite offers powerful and integrated analytics solutio
understand whether their strategy is sound, and whether their efforts are increasing ... It's easy to use, and makes data accessible for everyone so the âahaâ.
performance indicators (KPIs) may prevent actionable insights. High data maturity .... segment data, allowing attribution to provide a deeper level of actionable insight. 8. Ad agencies. Let's suppose you .... Data-driven attribution requires a commo
databases, email campaigns, and loyalty program information to gain a comprehensive view of complex customer ... Businesses that have a large customer base and rely on offline sales need to onboard offline data into ... But how does the company accou
Google Attribution 360, part of the Google Analytics 360 Suite, bridges the gap by connecting online marketing and offline conversion data. Matching online touch points with offline conversions reveals the full impact of digital marketing, whether co
Using ad server log files. Attribution 360 can accept raw data events captured within common ad servers such as DoubleClick Campaign Manager or Atlas. Feeds are captured as sets of daily âlog filesâ according to a schema and transfer method suite
in today's complex customer journeyâincluding offline channels like direct mailâso you can see real ... Attribution 360 integrates direct mail information just like a digital channel so you can see what's ... Google and the Google logo are tradem
process of renting a property on the HomeAway marketplace. Attribution modeling is the process of assigning credit to different consumer interactions, such as display or search clicks, that take place prior to a sale or lead, in order to better under
Operating in a data silo offers a distorted view of marketing performance and leaves cross-channel impacts unexamined ... Map and Process: Tag data is joined with event data to add cost and context to each event, and is then ... Don't let your use of
