Long known for building brands and driving traffic to stores, local TV advertising has never struggled to convince advertisers of its effectiveness.
He was, however, challenged to measure this strength. For stations, proving with clear and compelling data how well their ads are generating ROI has become a high priority.
Digital media, with their clickable ads, paid search campaigns, and e-commerce pages, have their tracking mechanisms built into the format. This is partly why digital advertising gets more credit than it perhaps deserves. Broadcasters must demonstrate that the ads they serve drive the same number (if not more) of customers to go online and make purchases.
Their best bet to prove their case is in attributing the webcast. This method tracks, minute by minute, how a linear TV campaign brings potential customers to the advertiser’s website.
An attribution platform tracks broadcast logs generated by a TV channel’s traffic software and compares it to Google Analytics data continuously coming from an advertiser’s website. This allows a salesperson to see if there has been an increase in customer web traffic within minutes of an ad serving.
Real-time data in a dashboard
“Within minutes of an ad serving, we can see how many new users and new page views have occurred on an advertiser’s website,” said Paul Cramer, general manager of delivery solutions at Veritone, an eight-year-old artificial intelligence company based in Denver. .
Veritone tracks an average of 15 million advertising hits per month and provides services to more than 1,000 television and radio stations, as well as advertising and media agencies.
The company’s Veritone Attribute solution can break down the number of daily, weekly, or weekly visits to a participating advertiser’s website or throughout the duration of a television campaign. It can also focus on visits generated by station, time slot or show, and ad creative, and geographically trace where the response originated.
This allows sales reps and their advertisers to test the effectiveness of different creative approaches, commercial durations, and regional targeting.
The path to increased market share
Using attribution data, sales professionals can “take more of an advisory approach with the advertiser, showing them which ads work best and what part of the day works best to optimize the campaign,” a Cramer said.
Broadcasters access Veritone Attribute through a cloud-based dashboard that they can use to generate real-time reports on a laptop or tablet while calling clients.
By making a habit of regularly meeting with prospects and customers and showing them the web traffic generated by their TV ads, stations can reduce churn and build strong relationships with advertisers.
They can also show customers the difference in their web traffic when running campaigns and when dark. And they can demonstrate the effectiveness of using TV and digital advertising together.
Attribution data “allows the seller to get more shares at renewal time,” Cramer concluded.
Moments of relaxation with customers
Using attribution data can also help sales reps win new customers. “When a prospect says they’re not sure TV advertising is working, we can run reports and show them how we’re measuring TV,” said the sales manager of a TV channel using Veritone Attribute . “We get that moment where we can tell them what we have.”
To implement Veritone Attribute, a station needs “read-only” access to the advertiser’s Google Analytics data. A representative can set this up by sending an email to the customer, who clicks a button to establish the connection.
Some stations sign non-disclosure agreements with their customers to reassure them of the strict confidentiality of their audience data.
New motto for a winning media
Cramer calls the attribution “a new currency” that empowers local TV sales professionals at a time when marketers are looking at the return on investment for every dollar they invest.
The measures also bolster a medium already known for its broad reach and brand safety.
Linear programming, for example, continues to score high in Nielsen’s Total Viewership Report, despite the proliferation of streaming options. The most recent report shows that live and delayed TV shows reach 80% of US viewers aged 18 and over each week. Television and radio also retain the highest share of collective trust in advertising. In fact, 59% of people aged 35-49 consider television spots to be very or somewhat reliable.
Broadcasters looking for more data on how to drive ROI for their advertisers can access the Veritone Uplift studywho shares best practices to help drive the maximum increase in overall served advertising.
The year-long study analyzed 250 local advertiser-level ad campaigns, airing on nearly 100 stations, with the goal of identifying what works and what doesn’t in overall ad campaigns and individual markets.
Performance-Based TV Metrics
By transforming their medium into a performance-based channel, broadcasters can quantify and prove the success of campaigns while underscoring their long-standing status as one of the most effective advertising mediums.
With deep roots in artificial intelligence and a background in media and advertising, Veritone is a stable partner for broadcasters. It works with stations from Hearst Television, Hubbard Broadcasting, Bell Media and Bonneville International, among nearly 2,000 other television and radio stations in six countries.
To learn more about why TV stations are investing in attribution data or replacing your current attribution platform, please visit Veritone attribute.