TV, traditionally the most important channel for advertisers, has undergone radical shifts in consumption over the past decade. The changing consumption patterns have led to new opportunities in measurement and attribution of advertising success on TV. Despite disparate viewing platforms, formats, data sets and workflows create confusion and fragmentation, the adoption of digital TV attribution is accelerating.
To demystify the world of digital attribution and showcase TV’s value in the marketing mix, the Video Advertising Bureau, in partnership with Freewheel, published a guide featuring case studies from leaders across the industry, including two from Factual and our partner Samsung Ads.
Luxury Retail Brand Drives Visitation and Connects CTV Viewership Insights with Offline Shoppers
A luxury retail brand wanted to optimize its connected TV investment, measure ROI, and better understand the viewing patterns of is store visitors. The brand aimed to reach a specific, targeted segment with video ads on CTV and native ads on Samsung Smart TVs, and used Factual location data to measure the offline impact of the campaign through store visitation attribution.
Samsung Ads matched Factual’s footfall audience, which consisted of all people observed at the brand’s retail locations, to audiences within the Samsung TV household universe to show exactly how many store visits were driven by the Samsung Ads TV campaigns. Factual data was also used to uncover insights about store visitors based on their viewing habits, which were later used to optimize future campaigns and yield better attribution. The Connected TV video ads improved store visitation by 37% versus any other type of exposure on Samsung Ads.
Luxury Auto Brand Maximizes Investment and Drives Revenue with CTV Targeting and Measurement
A luxury auto brand wanted to optimize their linear TV investment, using connected TV to effectively reach targets not exposed to linear ads. They wanted to measure the efficiency of connected TV in delivering hyper-targeted audiences while also delivering incremental reach, driving awareness, and ultimately, converting to sales, measuring the results by connecting offline footfall to digital video advertising by using Samsung ACR data and Factual location data to determine offline campaign impact.
The brand built a custom targeted segment to deliver the same creative to people on connected TVs that were not exposed to it on traditional TV. Using Factual data, we then connected CTV ad exposure to offline footfall to determine which of the exposed viewers later visited a dealership. We delivered a daily feed of dealership visitation data that Samsung was able to match to ad delivery data to measure offline success. The Smart TV campaign extended reach from the original 61% reached by linear by +17%. Factual measurement proved that 3% of the visitors to the dealership on a given day were exposed to the ad. This rate exceeds the a lead conversion rate typically seen in website-to-dealer visitation. Based on estimates, this increase could lead to up to 55x return on ad spend.
Beyond Factual’s inclusion, additional key takeaways from the paper include1:
- Attribution has evolved from a basic marketing mix modeling approach to a multi-touch, cross-screen approach, improving granularity, efficiency and accuracy
- Advancements in data and the processing of that data has enabled marketers to measure the full-funnel impact of their TV marketing spend
- It is vital to employ best practices against baselines and statistical significance to deliver valuable and consistent results
- Managing data agreements and expectations, as well as ensuring all privacy safeguards are in place, are keys to attribution success
The report concludes with a quote of capturing the excitement of this opportunity. “Attribution for television has arrived, and now marketers have the proof that they have instinctively understood for decades: TV drives results.” We at Factual are excited about the role we’ll play as this $200B market evolves towards new measurement models.
Read a further summary of the paper and download the full report here at Freewheel. For more on how Factual can help connect the real-world actions of consumers to your connected TV campaigns, contact our team today.