“Those who utilize these technologies and end-resulting capabilities can more fluidly understand their audiences, how those audiences are reacting to creative content and ultimately drive attribution models resulting in real-time, data enhanced and directional outcomes.”
That’s the conclusion of AdImpact VP John Link, who offers an exclusive thought piece for RBR+TVBR.
By John Link
Vice President, AdImpact
Today’s advertisers have never had to navigate a more dynamic ad marketplace. Key factors include the predominance of omnichannel, multiscreen audience driven approaches and our environment’s rapidly advancing ad technology underpinnings. Then, of course there is the state of ceaseless competition in which we all operate. It’s a lot to unpack and incorporate. But, above all, this dynamism demands that next-level attribution become a reality for omnichannel marketers.
Fortunately, the pace of our industry’s innovation surrounding multiscreen attribution is swiftly nearing an optimal operable state. The tools set available to us allows us to keep nimble, more so than ever before. Accomplishments surrounding linear and digital attribution bode well for CTV/OTT expansion — as to some extent they will be replicated and adapted. Any data science advancements will continue to reduce friction within the media mix.
With access to advanced data points such as device activity (e.g. Roku, Apple TV, etc.), coupled with household level ad occurrence data and creative messaging analysis, marketers, planners and the like can now better understand and engage with impression, spend and GRP metrics in several flexible ways.
Marketers now have the ability to combine viewership on both enhanced linear as well as CTV/OTT which ultimately provides a richer holistically overview. This allows for the creation of maximized multiscreen plans that provide greater reach and frequency opportunities.
The data allows for increased efficiency in audience targeting. Matching audience metrics with advertiser occurrence data, the marketer or end-user can now more efficiently communicate with consumers at scale.
Finally, attribution outcomes become much clearer and refined, but are also easier to achieve. Exposure to an ad can be matched directly to third party sales data to determine the overall ROI.Are marketers and planners ready to embrace the state of the tools and the science, and take full advantage of the opportunity?
As a starting point, with the tools and science already significantly advancing to become even more useful, the most astute marketers will use them to focus on monitoring creative messaging coupled with ad occurrence data in real time. That tactic of monitoring ad occurrence, as it happens at granular levels, provides incredibly actionable intelligence, a scope of understanding on competitive messaging, as well as activity surrounding your own messaging.
Where is the open space? Where might you have the opportunity to strike a different note? Where might you shift or escalate? Where should you consider pulling back? Today’s analytics arm the marketer to answer and move accordingly in real time.
Of course, understanding how these ads ultimately perform and contribute to outcomes is the prevailing purpose of all this. This level of understanding is achievable when marketers and planners align with attribution level data.
Comprehending unique TV ad exposure — prior-day, 30, 60, 90 day look-backs, for example — is the prioritized first step in a full-blown attribution model. These look-backs provide the baseline for exposed advertising activity and message content. As we leverage available third-party data, such as credit card data, loyalty programs, geo-identification and even Polk data, we can provide even more useful data about consumer actions that can be layered into attribution models. That look and the ability to link back is vital. Systems that unify and model these inputs arm us to quickly measure, assess, and re-target or course correct.
It’s an incredibly exciting time as the industry begins to take advantage of these emerging technologies. Those who utilize these technologies and end-resulting capabilities can more fluidly understand their audiences, how those audiences are reacting to creative content and ultimately drive attribution models resulting in real-time, data enhanced and directional outcomes.
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