TV advertising enjoyed being the single largest medium in terms of share of ad spend for over seven decades. Advertising on TV could make or break a brand. Up to a few years ago, most of us were glued to the screen – just until the time our smartphones became a part of us.
A research conducted by Facebook, that included 1 million participants, showed that 94% of TV watchers had their phone while watching, and that their eyes left the screen to look at their smartphones 47% of the time. We refer to these users as multi-screeners or dual screeners.
Why do Companies still Advertise on TV ?
Brands who advertise on TV are more trusted than Brands who don’t. We have been shaped to trust the person on Television, as someone who is vetted. TV feels prestigious and inspires an emotional reaction with consumers.
The existence of dedicated “commercial breaks” provided some guarantee of users attention.
Over the past two decades, digital advertising proved that Advertising can be measured accurately by utilizing cookies and device IDs. Digital Advertising outgrew every other medium, including TV, as both consumers and marketers shifted their attention towards the digital first medium.
TV Commercial Tracking was clumsy, difficult, and expensive in comparison with the direct tracking and attribution capabilities offered by internet advertising.
Marketers often depended on consumer panels literally asking consumers if they had seen a commercial and what they thought of it.
Understanding how many people saw the TV commercial was by itself a challenge, as advertising metrics over offline TV relied on estimations.
TV Commercial Tracking was a form of hypothesis and pure luck, leading offline marketers to heavily rely on Media Mix Modeling as the only somewhat reliable way to create a sustainable and predictable marketing strategy.
Connected TV offered hope to many brand marketers. Connected TV would offer accurate reporting of TV Ad views, provide advertisers with a measurable way to maintain control over ad spend. Marketers may have also hoped that CTV will allow the level of direct attribution that web and mobile advertising allowed with cookies and device IDs.
Privacy regulations and changes in the industry caused marketers to abandon all hope for accurate TV commercial tracking.
But thankfully, technology and innovation in AI, created a new way of measurement for TV marketers. Causal Impact analysis, allows marketers to use existing changes in their marketing spend as indicators of cause and effect. Utilizing causal data science, marketers were able to load their own ad spend, marketing KPIs, and utilize incrementality as a software solutions to measure the impact of TV advertising on kpis such as sales, registrations and even conversions.
INCRMNTAL is a software solution offering incrementality measurement for marketers across any medium. The platform provides incremental results within minutes allowing marketers to make tactical and strategic marketing decisions without needing to conduct planned experiments.