“Forever and ever our clients have known that advertising works, but haven’t been entirely sure which exact tactics, targeting, and programs are driving which outcomes,” says Jessica Daigle, VP of Sales Intelligence at TEGNA.
That’s where TEGNA Attribution comes into play.
This first-to-market approach measures outcomes for TV and OTT using advanced closed-loop attribution to capture data that can tell you if someone arrived at your destination, or landed on your website, as a result of seeing your ad campaign.
TEGNA Attribution has been a game-changer for many of our clients. But now in a new partnership with Arrivalist, a travel and tourism visitation intelligence company, we will take measuring outcomes one step further with what Ktimene Axetell calls, “data you’ve never seen before.”
Announced at this year’s IAB NewFronts, this new partnership with Arrivalist means our clients can now expect new data points and a multi-dimensional view on all aspects of visitation to a physical place.
“Where visitors are coming from, how long they’re staying, what media messages are working, and how that performance is geographically,” explains Axetell, Vice President of Insights at Arrivalist.
“Should I target more in Chattanooga or more in Nashville? Which campaign is performing more efficiently? Where are we getting more volume? Where are we really moving the needle? Those are the kind of metrics and data points that clients can expect,” says Axetell.
Why is that important for our clients?
“As we continue to invest in Attribution technology solutions, Arrivalist will allow us to share the real-world outcomes that others don’t see, and will continue to drive innovation in the Travel & Tourism category,” says Matt Ginn, Director of Enterprise at TEGNA.
“We now have the ability to measure results based on real-world outcomes – how many arrivals they had from their campaign,” Ginn said. “We also now have the ability to optimize the media strategy accordingly based on creative efficiency, arrival time period, and geographic location.”
“This is a huge leap forward in advertising for those who have not worked with a company like TEGNA that provides attribution. I think at the end of the day, it’s really eye-opening,” says Daigle. “Furthermore, it creates an environment where you can test and iterate and optimize to get every single dollar working as hard for you as humanly possible.”
PUT YOUR MESSAGES IN GOOD PLACES
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As one of the nation’s largest local media companies, TEGNA represents 64 local media brands in 51 markets. While our brands started as television stations, every newsroom operates its own website, OTT and mobile apps, multiple newsletters, and at least four social feeds.
When you add it all up, our creators publish more than 60,000 pieces of content a month, and communities across the country place their trust in us for accurate news that keeps them safe, up-to-date, and helps them plan their day.