Marketing analytics company LeadsRx’s LeadsRx Attribution product now supports multi-touch attribution (MTA) for national television commercials — including live, broadcast, and dual-feed cable programming.
The enhancement, says LeadsRx, “leads to greater accuracy in attribution results, which means buyers of TV advertising can better optimize their budgets and earn higher return on ad spend (ROAS).”
The new LeadsRx capability is available to provide support for national television spot logs that take into consideration the complexities of national advertising. The system automatically adjusts the time commercials air according to the type of feed, time zones, and daylight savings time considerations.
“Accurately measuring the impact of national television advertising has been a pain point for some time due to the existence of dual feeds,” said Adam Ortman, VP of Growth & Innovation at Generator Media + Analytics. “With this new methodology, LeadsRx is now able to better inform clients and help optimize their national TV ad budgets by providing a truer picture of TV’s impact across the country.”
Incorporating national television ads within analytics, such as MTA, is difficult due to the complexities of television. Commercials air at different times throughout the U.S. depending on whether ads are shown during live events (such as sports, concerts, etc.), on broadcast networks (such as the big three of ABC, CBS, and NBC), or on cable networks.
Adding to the complexity is the fact that some cable networks are shown live across the country, while others are aired twice a day (“dual-feed cable”), time zones are different, and some states (e.g., Arizona and Hawaii) do not switch to Daylight Savings Time.
National advertisers must take an analytic approach to understanding how various ad mediums are performing both as individual channels as well as in combination with other channels. The complexity surrounding national TV advertising compounds the issue of accurately measuring advertising effectiveness for brands that advertise across the country. The examples in this Nielsen Feed Pattern Guide shows just how confusing it can be to understand broadcast and dual-feed cable programming air times.
“By offering this solution, LeadsRx is using analytics to help national television advertisers and agencies representing advertisers to lower customer acquisition costs, increase customer lifetime value, and spot and eliminate wasted ad spend,” said AJ Brown, CEO and co-founder of LeadsRx. “Our customers have been clamoring for this kind of solution, and our team has worked hard to provide an MTA solution offering this capability.”
There is no extra charge to add the new feature, LeadsRx notes.