Targeting Across Search, TV Changes Everything

Not all brands tie and time television advertising spots to run simultaneously with search ads. But when they do, how should marketers think about attributing TV media and calculating metrics, especially when it's tied to search advertising or marketing?

Visual IQ, a cross-channel marketing attribution software provider, updated its modeling approach to calculate the "true metrics" produced by TV advertisements and each of the specific segments that make up the buy, such as network, program, DMA, daypart, spot length and pod position.

The platform can do it within weeks of the spot airing and aims to let marketers adjust creative rotations by network or program based on performance and to inform their TV media buys.

More often, brands tie their TV spots to paid search ads. So, Data and Targeting Insider caught up with Phil Gross, VP of product management at Visual IQ, to find out his thoughts on tying TV ads to paid search. 

DTI:  Have you seen an increase in the integration of television ads and search ads? Is this a recent development or has it been happening for a while?



Gross:  We have definitely seen more advertisers trying to integrate their television ads with their search ads, though smart marketers have already been doing this for a while. Even when brands are leveraging TV ads to drive traffic to their site, much of the response comes from branded search. Creative continuity between the two channels is essential.

DTI:  What factors contribute to brands moving toward an integrated model?

Gross:  There’s been a big movement toward multiscreen campaigns, with 78% [The Changing TV Experience: Attitudes and Usage Across Multiple Screens, IAB, April 2015] of adults using another device, such as a smartphone or tablet, while watching TV. This growing consumer behavior is one of the big factors driving a more integrated approach.

However, the challenge for marketers has long been how to measure the influences and synergies between TV and paid search, as well as other digital response channels, like organic search and social. Historically, the ability to understand what types of online actions a brand’s TV ads are stimulating has been difficult to track and finely measure. Advanced measurement approaches, such as attribution, are now making this possible.

DTI:  What types of benefits do brands achieve when they integrate TV ads and search ads?

Gross:  As more brands move their customer interactions online, integrating TV with paid search can help drive more consumers to those digital experiences. Moreover, with the right measurement tools in place, advertisers have the ability to bolster both the effectiveness of each medium, as well as how they work together to drive desired business outcomes.

DTI:  What might prevent a brand from choosing to integrate, and what types of brands tend to stray away from doing so?

Gross:  The lack of integration is often due to internal silos. TV and digital channels, like paid search, are typically managed by different internal teams and their agency partners. By breaking down these silos and integrating online and offline efforts, marketers benefit from a holistic picture of performance. It enables them to better allocate their budgets, understand the effectiveness of their campaigns and make informed optimization decisions within and across channels in near-real-time.



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