How to Properly Attribute Web and TV Media
Media attribution is key to measuring marketing success. If your brand has pursued any sort of marketing campaign, you have most likely tried to measure its conversion rate and how much a part of it drove sales and engagement increases. Thanks to the abundance of data available to marketers from television airings and online response, attributing an advertisement to a sale has been simplified dramatically. Here's Kingstar's breakdown of the media attribution process:
The most basic and common understanding of media attribution is one that exists in three-steps:
1. Measure pre-campaign activity
2. Gather data from campaign television airings/online post analytics
3. Finally, measure activity after media airings and online posts against the pre-campaign activity.
A simple example for TV ad attribution can be seen like this:
-Baseline sales for the brand in absence of marketing media is on average as of November 9, 7 PM (Measure pre-campaign activity)
-Brand runs an engaging television advertisement on November 9, 8 PM to about 15M people from gathered rating data from a television network (Gather data from campaign television airings/online post analytics)
-Sales increase 5%, online search engagement for brand and product increased by 60% by November 10, 8 PM. Increases can be attributed to the television advertisement airing. Measure activity after media airings and online posts against the pre-campaign activity.
Of course, this is media attribution at its very simplest form. A myriad of variables in advertising can lead to a certain outcome. When looking at media attribution, anything from demographics and audience targeting to seasonal timing and unexpected cultural events can drive sales and brand interest. This is why it's important to have an optimized attribution plan in place before starting your campaign. Specifically, television and radio advertising can be optimized via network and air times, which can help you reach the audiences that would be most interested in your product and advertisement. While not as open to optimization as web-based campaigns, it is still the best practice to research television networks, audiences and air times to plan accordingly and better help your end result media attribution. Learn where you should be advertising and avoid wasting time on less popular network channels so you can better attribute any ROI to specific television airtimes.
The past decade has benefitted the market with tons of audience tracking technology to help optimize media attribution even further. Mostly seen through online marketing, online advertisements can easily be attributed to anyone sale due to clickthrough tracking and other advancements. Because of how much more advanced online campaign attribution is than traditional methods like TV and radio, it's best to understand that television advertising is now commonly used as a top-of-the-funnel activity to drive word of mouth and attention to online campaigns. In a way, television advertisements can be attributed to online traffic and online sales increases.
This is why it's best to pursue a synchronized TV and digital marketing campaign in order to maximize brand reach and awareness. With years of expertise in both traditional media buying and online advertising, Kingstar Media can provide your brand with proper media attribution and synchronized campaign approaches. Thanks to our understanding of media airtimes and popular online platforms, we can help you advertise efficiently, attributing any increases accordingly. Contact Kingstar today!