Advertisers and agencies then plan the addressable video campaign across multichannel video programming distributors (MVPDs) at scale, standardizing both targeting and measurement, ensuring that all inventory and calls to action are tagged appropriately for proper measurement and the campaign is optimized to hit the goal metrics.
How do you measure the efficacy of addressable TV?
Unlike traditional broadcast television, where the results are measured by whether or not the TV networks or stations provided the adequate number of GRPs, addressable TV is measured more closely to digital display campaigns.
Use 1st or 3rd party transaction data to measure the lift in sales of exposed and unexposed households to show a true ROI after completion of the campaign.
Marry sales data with campaign exposure data to attribute the impact of addressable exposure on key sales metricsincluding:
- sales lift
- total buy rate
- days to purchase
- optimal frequency
By tracking site traffic & engagement through pixel placement on the advertiser’s web page, we can actually measure the number of “clicks” on a TV ad. Seriously.
Through pixels on home, search, or landing pages, we can measure the impact of addressable video on key engagement metrics such as:
- lift in total visits
- visits by page pixeled
- visits by frequency
- days to first visit from exposure
Advertisers determine the influence of ad exposure on favorability and awareness of the addressable campaign. By recruiting and surveying households in the target, advertisers can measure the impact of addressable video on key brand health metrics including:
- ad awareness
- brand recognition
- intent to purchase
For many advertisers (especially auto, retail, hospitality, tourism, entertainment, and dining), the holy grail is the ability to track visits to physical locations by leveraging mobile location data. Within the parameters of addressable television, advertisers have the capability to map those devices and track their visit locations and dwell time to household IDs in the addressable television target audience who were exposed to the ad.
Through the use of opt-in mobile applications, we can track on-site visitation to measure the impact of addressable video on key visitation metrics such as:
- total location lift
- incremental location visits
- lift on store visitation
- visitation by ad date exposure
The future is now.
Forward-thinking advertisers will find that timing for testing addressable television is now. The nascent addressable TV space means that competition for inventory is lower than ever. People are watching more programming than ever, just not on the TV. Early movers can gain competitive advantage by testing the impact of having better data, price and data transparency, and fiduciary responsibility over their budgets.
Next month: The strategic differences between addressable television and online video.