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Future of Cross-Mix Measurement: TV via ACR + Digital Attribution

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Evolution from Probabilistic to Deterministic Measurement

Marketing Mix Modeling

Attribution Modeling

People-Based Mix

Measurement

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Luxury Retailer Case Study

Challenge• Luxury retailer• 750 Stores + E-Commerce• Holiday 2015 major ad spend• Longtime Viant client• Seeks good cross-media ROAS

TV Ad Exposure

Digital

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People-BasedTargeting

CRM+ Attribution Modeling

+ ACR

People-based ads meets ARC TV measurement

Cross DeviceDelivery

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Solution• IMP + CRM digital ad targeting• ACR TV data from 10M homes• 100% sales data with identity• Empirical mix measurement• True cross-media ROAS

Luxury Retailer Case Study

Challenge• Luxury retailer• 750 Stores + E-Commerce• Holiday 2015 major ad spend• Longtime Viant client• Seeks good cross-media ROAS

TV Ad Exposure

Digital

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Campaign Results

TV ads converted at 2x the rate of Display ads

RETURN ON AD SPEND

Display ads resulted in a 7x ROAS over TV Ads

Display ad ROAS

TV ad ROAS

Display CPM

TV CPM(10x More)

CONVERSIONS

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ACR shows ‘completion rate’ for TV ads

30s COMMERCIAL 0-25%(1-7s)

26-50%(08-15s)

51-75%(16-22s)

76-100%(23-30s)

Creative 1 6% 17% 34% 43%

Creative 2 11% 20% 40% 28%

Creative 3 8% 57% 23% 11%

Creative 4 14% 35% 17% 34%

Creative 5 7% 38% 7% 48%

Shows where in the 30second timeframe people are dropping off

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ACR shows ‘completion rate’ for TV ads

CHANNEL CALLSIGN 0-25% 26-50% 51-75% 76-100%

NFL 1% 3% 8% 87%

CNBC 2% 9% 10% 80%

Esquire 4% 18% 8% 71%

AVG. 7% 38% 7% 48%

Nat Geo 3% 61% 2% 34%

Fox News 11% 44% 10% 36%

Bravo 10% 59% 7% 24%

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With ACR, track TV ad to websites – by creative

CREATIVE IMPRESSION % WEBSITE VISITATION RATE CONVERSION RATE

Ever Us - Hit the Road 23% 0.071% 0.021%

Ever Us - Share With 22% 0.048% 0.019%

Vera 20% 0.058% 0.010%

Treehouse 12% 0.020% 0.006%

Snow Shoe 10% 0.022% 0.008%

Breakfast 9% 0.038% 0.011%

Treehouse Citizen 5% 0.021% 0.006%

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With ACR, track TV ad to websites – by network

CHANNEL IMPRESSION % WEBSITE VISITATION RATE CONVERSION RATE

CBS 20% 0.029% 0.006%

NBC 12% 0.029% 0.009%

ABC 8% 0.038% 0.010%

History 10% 0.025% 0.004%

AMC HD 9% 0.041% 0.005%

Fox HD 11% 0.012% 0.005%

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With ACR, track TV ad to websites – by show

CHANNEL IMPRESSION % WEBSITE VISITATION RATE CONVERSION RATE

Impractical Jokers 1.1% 0.017% 0.004%

American Pickers 1.1% 0.034% 0.003%

The First 48 0.3% 0.021% 0.003%

Scandal 0.6% 0.098% 0.026%

Today 0.8% 0.012% 0.008%

The Walking Dead 0.9% 0.086% 0.008%

SportsCenter 0.8% 0.015% 0.008%

Elf 2.2% 0.020% 0.006%

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With ACR, track TV ad to websites – by daypart

WEBSITE VISITATION INDEX BY DAYPART

▪ The Prime Time TV day part drove the best website visitation index, averaging 237.4

▪ The 6:00 PM hour had the highest website visitation index at 317.7

CONVERSION INDEX BY DAYPART

▪ The Prime Time TV day part drove the best conversion index, averaging 210.6

▪ The 8:00 PM hour had the highest conversion index at 224.9

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The right measurement makes all the difference

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