Simulmedia recently aired its first-ever livestream in a show we’re calling Simulmedia Live. We’ve designed this program to help brands and agencies get smarter about the fast-changing premium video advertising ecosystem. Here, we summarize and share clips from our first episode.
Though Simulmedia provides end-to-end solutions for TV advertisers, we decided to focus on what many consider the end of that process first: attribution. Specifically, we talked about the three things brands and their agencies should ask their TV attribution providers.
There is no single “right” metric for measuring successful attribution in any advertising campaign. Instead, to determine the success of ad spots across channels, advertisers must be able to decide which data actually matters.
According to Simulmedia Senior Data Scientist Alex Papiu, determining which data matters is an often overlooked step and is the first thing anyone involved with attribution should investigate.
Papiu then reinforces the importance of this step by sharing an example.
Simulmedia SVP of Marketing Matt Collins says these incremental effects can’t be calculated without establishing a baseline. That’s the second key question we recommend asking TV attribution providers.
Papiu also reminds advertisers not to get discouraged if they don’t see immediate results. Attributable spikes in consumer interest could appear anywhere from five minutes to 20 days after the spot, depending on which data you use to measure attribution.
This reinforces the need for any attribution vendor to provide clients with the flexibility they need to customize their attribution models. This is the third key recommendation.
Although each campaign measures attribution based on unique data, the one number they all rely upon can be found in the budget.
Thanks to all of you who joined us for the inaugural episode of Simulmedia Live. Be the first to learn about new episodes by subscribing to Simulmedia Live.
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