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TV Attribution Case Study
Understanding the Impact of TV on Digital Engagement and Conversions
@caseycarey
Redefining Our View of TV Performance
FX
BRAVO
CNN
HIST
BBC
ESPNN
FNC
COMEDY
TV LAND
SPIKE
CMT
MSNBC
NBA
A&E
TNT
USA
TBS
TRU TV
NFL
DSC
IFC
HGTV
Effectiveness
Reach
6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am
Digital Activity
BaselineTV
TVTV
TV
TV
TV
TV
TV
Measuring the Incremental Impact of TV Airings
How it Works• Evaluate minute-by-
minute and hour-by-
hour activity
• Machine learning
establishes baseline
• Model incremental
impact of airings
TV Spot (T0) T1
TV
45%
Combining TV and Digital Conversion Paths
Direct
50%
T2
T0 to T1
= TV credited 45%
T1 to T2
= TV credited 35%
Direct
5%
TV
35%
Direct
15%
Display
25%
PPC
25%$100
Display
25%
PPC
25%$100
Display
25%
PPC
25%$100
Real Examples of the Methodology in Practice
1.6%
0.3%0.4%
1.0%
Long Form Brand Short Form Response
Category Search
Brand Search
Insight: Brand spots drive 4X greater interest in the
category; Align search strategies to response.
Insight: Mobile and tablet experience is critical to
effectively harvesting response from TV.
59%30%
28%
51%
13% 18%
Baseline Response
Tablet
Mobile
Desktop
Insight: Underinvested in best performing
networks; Reallocate buys to match.
173
120
41
20
66
61
35
28
70
7
13
25
6
SPIKE
CMT
MS…
NBA
A&E
TNT
USA
TBS
TRU…
NFL
DSC
IFC
HGTV
Impressions (MM)
5.5
6.9
8
9
10.2
13
13.6
14.1
15.5
16.5
24.6
35.8
50.6
SPIKE
CMT
MS…
NBA
A&E
TNT
USA
TBS
TRU…
NFL
DSC
IFC
HGTV
Effectiveness Index
Insight: Creative 1 has a 30% higher brand
response and 4X greater overall response.
10.2%7.8%
33.2%
18.8%
13.0%
3.1%
Creative 1 Creative 2
Brand Category Overall
