TV ad measurement better than before

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 22, 2021, 12:43 PM GMT+0

With TV having branched into various formats and there being an abundance of data to operate with, TV advertisers have all they need to measure performance.

TV advertising has gone from having a single view of ad delivery to businesses being able to target their spend towards a specific goals. This has allowed the definition of performance measurement to broaden, even to include whether an advertiser’s goals were achieved or not.   

Progress has allowed measurement of reach for segments as specific as households of a certain income bracket, tying it to purchase intent. With Automatic Content recognition (ACR) data, brands receive a consolidated reach and frequency view.

Assessing the value of linear advertising is easier by combining ACR, set-top box data and a consumer’s post-campaign action. The author highlights, while TV measurement may not be perfect, brands now have a lot more to work with.

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