Madison Avenue has for years paid for TV ads based on the number of people who see commercials. Now, a group of media executives is offering an intriguing new wrinkle: What if advertisers paid for commercials based on how many people were prompted to make a purchase after they watched a specific ad?
A coterie of cable and broadcast TV networks have joined together in the hopes of unveiling an initiative that would employ so-called “attribution modeling,” a technique that gives credit for exposure to specific ads over a predetermined period of time, as a basis for individual deals between advertisers and TV networks. The effort has been dubbed “Thor.”
While TV networks already conduct internal research for advertisers on the effectiveness of their campaigns, Thor would standardize it so marketers could see how their campaigns delivered on their business goals across multiple networks.
Sources:
Jeanine Poggi. TV Networks Meet on Thor, New Effort to Prove Their Ads Work. AdAge.
Brian Steinberg. TV Industry Leaders Developing Purchase Measurement Plan for Advertisers. Variety.