Updated: Now TV Campaigns Can Be Measured Based On Clicks, Or Mortar

Editor's Note: The original version of this story incorrectly reported that the AT&T AdWorks/comScore data could be used to target TV viewers. I can only be used to evaluate the post-buy effectiveness of TV campaigns in reaching consumers who visit websites or make in-store purchases. A separate correction has been published.

The emergence of digital media gave rise to the term “clicks & mortar,” an eCommerce play off the concept of physical “bricks and mortar” retail locations. Now TV campaigns can be measured based on how effectively they reach either consumers who visit website or purchase products in stores.

In a deal with comScore, AT&T AdWorks this morning will announce details of the new audience measurement schemas, which enable TV campaigns to be evaluated based either by online Web site visits or in-store purchase behavior.

While there are a variety of so-called “single-source” panels that track the actual media and product purchasing data of a panel of consumer households, the AT&T AdWorks and comScore deal is based on integrating data from separate databases -- AT&T’s empirical data on actual TV tuning in households with separate comScore data tracking consumer Web site visits and in-store product purchasing

The companies did not disclose exactly how the data is matched, but AT&T AdWorks President Mike Welch describes the process as matching “on an anonymous household level -- combining TV advertising exposure and either comScore website visitation data OR loyalty shopper card data. This methodology uses a third-party, privacy compliant match process.”

He said the two new TV campaign measurement databases are likely to be a boon for two different classes of advertisers. The Web site visitation data is likely to appeal to advertisers in consumer packaged goods, entertainment, beauty, fashion, electronics and travel, while the in-store purchase segments will have the greatest application for consumer packaged goods, beauty and electronics, he said.

Image provided courtesy of Shutterstock.

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