The ARF, in collaboration with 605, Central Control and Bill Harvey Consulting, is championing a research initiative designed to establish methods for applying randomized control testing (RCT) to cross-platform advertising impact analysis.
The proof-of-concept study, named RCT21, applies experimentation methods to measure incremental ROI of large ad campaigns run across multiple media channels at once, including addressable linear TV and multiple major digital media platforms.
Randomized control testing is a scientific method that looks to eliminate sources of bias in analysis by comparing outcomes for a pre-determined exposed group to a pre-determined non-exposed group.
While RCT techniques are already used within the “walled gardens” of large digital platforms, this study demonstrates their application to the more complex environment of cross-platform campaigns involving both digital and TV.
At our Insights Studio on July 23, experts discussed the study’s aims and how advertisers can better pinpoint the contributing factors to digital and TV campaign effectiveness.