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Attribution For TV Advertising 101

Updated: Oct. 19, 2021
Published: Jan. 12, 2021

We held a live training course about attribution in TV advertising, including how it’s measured, how advertisers can use it to optimize their campaigns, and examples of how real brands put it into practice.

The trainer, Steven Golus, led the session, which included a live studio audience and nearly 100 more who watched the livestream remotely.

Then, Matt Collins, SVP of Marketing at Simulmedia, hosted a panel discussion with Achim Spelten (VP of Marketing, Offline Channels, for Babbel) and growth marketing expert Greg Fitzgerald (founder of Belbrook Media) to share their experience and advice on how to put attribution for TV into practice.

Some of the main takeaways from the attribution training course

Be mindful of the information a set-top box does and does not collect:

Select the unique business outcome that matters most to your campaigns and take steps to measure it:

Invest enough money into the campaign to have a statistically significant sample:

Reach a broader audience on TV in order to learn new things about your target audience:

Know which media channels you should include and exclude when measuring the incremental impact of TV: