The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.Member Only Access
Addressable advertising on television enables better targeting and measurement of TV ad campaigns, but gaining access to consumer data is essential for its effectiveness and development. So, what can advertisers do to make people more willing to share their data? New research offers insights into developing personalization initiatives aimed at alleviating privacy concerns.Member Only Access
Cross-platform media measurement has never been more crucial. Fortunately, industry experts met recently at the 10th Annual CIMM Cross-Platform Video Measurement & Data Summit to discuss recent advancements across the industry, and what needs to be done to arrive at solutions. CIMM CEO and Managing Director Jane Clarke opened this year’s virtual event by outlining the organization’s vision for developing more effective cross-media measurement. She revealed the “building blocks” to such an endeavor: TV census-like data, digital census data, cross-media or “Linked” panels and ID resolution. Clarke also outlined the state of measurement as it stands now.Member Only Access
In June and July of 2016, 652,000 households in Arkansas, Louisiana, Mississippi, Oklahoma and Texas saw at least twice as many TV ads promoting summertime deals on the Toyota Camry as others in the region. Not only did Gulf States Toyota target these households specifically based on data showing they were in-market car shoppers, the regional Toyota office measured whether the addressable ads led to an increase in foot traffic to dealerships by directly tracking when anonymized mobile devices associated with the targeted households showed up in stores.
The process involved three key players: audience data provider Experian, addressable TV ad seller AT&T AdWorks and mobile location data firm NinthDecimal. First, AT&T, which offers DirecTV inventory, imported audience data associated with in-market car shoppers from data broker Experian. Following some refinement tests, 652,000 households were determined as the target audience. During the campaign run, those households were shown up to three times the number of ads others in the non-targeted audience were, accommodating advertiser rules for optimal frequency, and ensuring ads didn’t run back-to-back, for example.
The campaign results showed that the ads sparked 19% more Toyota dealership visits from those targeted compared with the control group. NinthDecimal also found that 80% of visitors traveled 10 miles or fewer between their homes and the dealership.
The fact that two disparate campaigns, across separate addressable TV platforms, for the same (undisclosed) client, in the market at the same time, presented a unique opportunity to effectively test what happens when you target consumers on the basis of brand vs. category.
Both campaigns were proven to generate significant incremental sales lift, but the one targeted at brand buyers generated significantly more: 29% vs. only 19%.
The brand buyer-targeted campaign generated an incremental sales return of $0.75 per household reached, vs. only $0.55 for the category buyer households.
But because there are more category households in the universe, the overall reach of the category targeted campaign generated more incremental sales.
With the increase in TV advertising spend on more targeted household-addressable and, in development, programmatic platforms, advertisers are looking for guidance on how best to define their targets.
As part of our ongoing partnership in addressable TV targeting and measurement, we undertook a comparative analysis of two addressable advertising campaigns in the same product category – one based on brand usage while the other was at the category level.
Among the key business questions for this research were:
1) What is the comparative impact on sales when running addressable TV campaigns based on a brand target versus a category target?
2) Do the results vary over time?
3) Should the same targets be used for digital and TV?