TV via ACR + Digital Attribution Future of Cross-Mix...
Transcript of TV via ACR + Digital Attribution Future of Cross-Mix...
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Future of Cross-Mix Measurement: TV via ACR + Digital Attribution
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Evolution from Probabilistic to Deterministic Measurement
Marketing Mix Modeling
Attribution Modeling
People-Based Mix
Measurement
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Luxury Retailer Case Study
Challenge• Luxury retailer• 750 Stores + E-Commerce• Holiday 2015 major ad spend• Longtime Viant client• Seeks good cross-media ROAS
TV Ad Exposure
Digital
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People-BasedTargeting
CRM+ Attribution Modeling
+ ACR
People-based ads meets ARC TV measurement
Cross DeviceDelivery
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Solution• IMP + CRM digital ad targeting• ACR TV data from 10M homes• 100% sales data with identity• Empirical mix measurement• True cross-media ROAS
Luxury Retailer Case Study
Challenge• Luxury retailer• 750 Stores + E-Commerce• Holiday 2015 major ad spend• Longtime Viant client• Seeks good cross-media ROAS
TV Ad Exposure
Digital
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Campaign Results
TV ads converted at 2x the rate of Display ads
RETURN ON AD SPEND
Display ads resulted in a 7x ROAS over TV Ads
Display ad ROAS
TV ad ROAS
Display CPM
TV CPM(10x More)
CONVERSIONS
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ACR shows ‘completion rate’ for TV ads
30s COMMERCIAL 0-25%(1-7s)
26-50%(08-15s)
51-75%(16-22s)
76-100%(23-30s)
Creative 1 6% 17% 34% 43%
Creative 2 11% 20% 40% 28%
Creative 3 8% 57% 23% 11%
Creative 4 14% 35% 17% 34%
Creative 5 7% 38% 7% 48%
Shows where in the 30second timeframe people are dropping off
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ACR shows ‘completion rate’ for TV ads
CHANNEL CALLSIGN 0-25% 26-50% 51-75% 76-100%
NFL 1% 3% 8% 87%
CNBC 2% 9% 10% 80%
Esquire 4% 18% 8% 71%
AVG. 7% 38% 7% 48%
Nat Geo 3% 61% 2% 34%
Fox News 11% 44% 10% 36%
Bravo 10% 59% 7% 24%
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With ACR, track TV ad to websites – by creative
CREATIVE IMPRESSION % WEBSITE VISITATION RATE CONVERSION RATE
Ever Us - Hit the Road 23% 0.071% 0.021%
Ever Us - Share With 22% 0.048% 0.019%
Vera 20% 0.058% 0.010%
Treehouse 12% 0.020% 0.006%
Snow Shoe 10% 0.022% 0.008%
Breakfast 9% 0.038% 0.011%
Treehouse Citizen 5% 0.021% 0.006%
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With ACR, track TV ad to websites – by network
CHANNEL IMPRESSION % WEBSITE VISITATION RATE CONVERSION RATE
CBS 20% 0.029% 0.006%
NBC 12% 0.029% 0.009%
ABC 8% 0.038% 0.010%
History 10% 0.025% 0.004%
AMC HD 9% 0.041% 0.005%
Fox HD 11% 0.012% 0.005%
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With ACR, track TV ad to websites – by show
CHANNEL IMPRESSION % WEBSITE VISITATION RATE CONVERSION RATE
Impractical Jokers 1.1% 0.017% 0.004%
American Pickers 1.1% 0.034% 0.003%
The First 48 0.3% 0.021% 0.003%
Scandal 0.6% 0.098% 0.026%
Today 0.8% 0.012% 0.008%
The Walking Dead 0.9% 0.086% 0.008%
SportsCenter 0.8% 0.015% 0.008%
Elf 2.2% 0.020% 0.006%
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With ACR, track TV ad to websites – by daypart
WEBSITE VISITATION INDEX BY DAYPART
▪ The Prime Time TV day part drove the best website visitation index, averaging 237.4
▪ The 6:00 PM hour had the highest website visitation index at 317.7
CONVERSION INDEX BY DAYPART
▪ The Prime Time TV day part drove the best conversion index, averaging 210.6
▪ The 8:00 PM hour had the highest conversion index at 224.9
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The right measurement makes all the difference
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