Executives from NBCUniversal Television, Disney Advertising, ICON International and UM Worldwide lamented the yawning chasm that remains between TV’s linear ratings and digital metrics in a TVNewsCheck webinar last week, but they said both the data and technology are progressing to close the gap.
Broadcast-to-web attribution adds new currency to local TV advertising
Armed with real-time data on how TV campaigns drive web traffic for advertisers, stations are winning new clients, reducing churn and increasing market share at a time when marketers place increasing emphasis on tracking return on investment. An AI-powered solution from a Colorado-based company provides broadcasters with an established partner focused on the future.
Spot TV’s Attribution Improves, But Not At Digital Speed
Executives from NBC Spot On, Disney Advertising Sales, Publicis and Alphonso said attribution is getting better for both national and local spot TV with sectors like retails QSRs, auto, travel and beauty adopting it. The caveats: It’s still not as fast or scalable as digital, and new legislation may slow it down further.
A TVNewsCheck Working Lunch Webinar will gather senior executives of the spot TV marketplace to consider how the growing use of attribution platforms is affecting the buying and selling of local TV advertising campaigns. Set for Nov. 19 at 1 p.m. ET, the webinar will feature (clockwise from left: Adam Monaco, SVP Disney Advertising Sales Local; Tracy Chavez, EVP and director of investment operations at Publicis; Shawn Makhijani, SVP NBC Spot On and SVP business development and strategy at NBCU Owned Stations; Janet Stilson, contributing editor, TVNewsCheck, moderator; and Chaitanya Upadhyay, VP local solutions at Alphonso. Register to attend the webinar here.
