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Are your TV analytics just ‘good enough?’ 8 signs it’s time for an upgrade
The challenges of TV measurement abound. Columnist Alison Lohse believes marketers shouldn’t have to settle for 'good enough' to understand how TV is performing, but should instead look toward TV attribution as the answer.
It’s no secret that TV — and therefore TV advertising — has evolved dramatically in the last 10 years. Consumers are cutting the cord. They’re watching TV online, on their phones or on their laptops, and it no longer happens in isolation. TV has become part of a holistic experience deeply connected to digital activities.
As marketers, we’ve tried to keep up. We’ve adapted our formats. TV advertising no longer falls into the two traditional camps of shorter brand spots and longer direct response (DR) infomercials, instead encompassing the full spectrum in between. We send viewers primarily to the web now via a vanity URL instead of an 800 number, and we use that traffic to tie TV back to digital and measure the efficacy of our campaigns.
Here’s the problem: It doesn’t really work. The days of an immediate straight line from DRTV to a single-channel purchase, either on the phone or on the web, are behind us.
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