For years, Broadcast TV, OTT, and digital advertisers could only measure campaigns in a limited number of ways. While Linear TV technology limitations mean that Linear TV has to contribute to the ROI of a campaign effectively. So while these advertisers could quantify website traffic, solicit helpful feedback, and watch the bottom line, how would they know if a customer saw their TV ad, then made a purchase?
With TEGNA Attribution, advertisers can drill into data to understand if a person in your store or on your website is there as a result of seeing ad campaigns.
In a recent webinar for TVB titled Cross-Platform Measurement & Attribution, Jess Daigle, VP of Sales Intelligence at TEGNA, discusses how TEGNA Attribution works. She also shares how brands can effectively optimize and maximize the efficiency of current and future Broadcast, OTT, and digital ad campaigns.
Q: What is TEGNA Attribution and how does it work?
A: Forever and ever we have worked with our customers, side-by-side, looking at Google analytics and saying, ‘Here’s your TV schedule, here’s your digital schedule.’ Then we would look for different spikes or lifts and traffic.
What we are excited about is taking that concept to the next level. We use closed-loop attribution, which I define as using one single data stream to connect viewership to outcomes. With closed-loop attribution, our advertisers can be confident with the data we’re providing, and they can then make smart decisions on and optimize their media plan.
Q: Does Attribution work in the COVID-era?
A: Our most successful advertisers were able to pivot quickly and maximize their sales channels digitally. But I think what’s been more interesting is the way that advertisers have taken this opportunity to explore and understand what TEGNA Attribution can bring to bear for optimizing their media schedule,” says Daigle.
“That’s going to have staying power. It’s going to stick, and I think this is going to become a mainstay of how we work with our customers to maximize every dollar.”
Q: What has Attribution taught you?
A: In the four years that TEGNA Attribution has been on the market in select cities, Daigle has learned two important things. “The first thing is that this can be information overload. There is a lot of data, mainly as you work in multi-market environments. Having a North star of what the metric is that you want to optimize against – and that might be different for every campaign and every other customer – is super important.
The second thing we’ve learned is that you should not make knee-jerk reactions to data. We get data weekly, we get data monthly, but if you go in and you throw out your entire media plan, you’re probably making a mistake after doing it after just a week or a month or so. We all know that having a holiday or an event, or I don’t know, a global pandemic, could impact your results, and you need longitudinal data to make smart decisions.
Q: What will the future of Attribution be?
A: I think the first is taking closed-loop attribution one step further. I believe the capabilities of closed-loop attribution will be supercharged in the next six months or so.
As I look beyond that, what I get excited about is the idea of predictive. Telling our customers to if you spend this amount on TV and this amount of money on OTT, and increase frequency, you can expect to get these outcomes. It’s great to work with them in that kind of forward-looking consultative fashion, rather than a rearview mirror.
About TEGNA Marketing Solutions
To learn more about how we can help your business thrive with linear broadcast, over-the-top streaming (OTT), and digital solutions, click here to get connected with an Attribution expert at TEGNA.