- Oct 14, 2022
No matter the medium – digital or traditional offline channels – wise marketers measure all of them to see the impact each is having on marketing performance.
This blog breaks down how marketing attribution works for each type of media. The analytics collected from each provide invaluable insights and inform current and future decisions of where and how to adjust marketing campaigns.
Broadcast Television and Radio Attribution
Analyzing the success or failure of broadcast TV and radio advertisements can be a challenge, especially with point solutions that isolate these mediums without consideration for other advertising channels involved. By looking holistically at all channels together, including your TV and radio ads, you get an impartial view of the customer journey and insights into how well your ads are performing in a true multi-touch attribution environment.
Multi-touch attribution is more than just measuring web lift from TV and radio ads; it shows which ads, which programming and what content are best at driving bottom-funnel conversions.
What’s more important is that 360-degree view and not putting your traditional broadcast ads in a vacuum. Important questions to answer:
- How are your broadcast ads contributing to your overall marketing efforts?
- How are other channels influencing the effectiveness of your broadcast ads, such as adding to the awareness created by your ads?
- How are all channels working together to drive top-line growth by creating conversions?
The proprietary LeadsRx Universal Pixel™identifies the entire customer journey for both online and offline events. Touchpoints are captured when prospects visit web pages, participate in marketing campaigns, view impressions of ads, hear radio and podcast ads, view TV and OTT/CTV streaming ads, and generally move through the sales funnel.
From the moment the pixel has been installed on your website, the LeadsRx platform immediately begins collecting data on all your inbound digital marketing programs. And with the Open API architecture, you can also track offline conversions from radio and TV CTAs such as phone calls and SMS conversions.
It’s all about connecting the dots between a TV or radio ad that leads to an in-store or online visit that ends up as a conversion. See how broadcast ads contribute to that journey. Specifically, measure visits to advertiser websites; “second-breath” attribution influenced by radio ads; website lift due to TV and radio ad exposure; segmentation on dimensions such as creative, station, dayparts, spot length; and other custom dimensions.
Through insights from multi-touch attribution, you will know which of your advertising campaigns – broadcast ads included – are working and, more importantly, which are not. Armed with this unbiased attribution data, you can optimize your campaigns for return on ad spend – a critical KPI every advertiser needs to be focused on.
Much like attribution makes the connection between traditional broadcast ads, the same is done for digital podcast advertising. So how does it work?
When an individual downloads or streams a podcast episode, LeadsRx receives information from the podcast server that anonymously identifies the individual. Depending on how and where the podcast is consumed, identifiers may include an IP address, timestamp, episode ID, ad ID and/or an advertising ID from the individual’s mobile device, known as “Mobile Advertising IDs.”
LeadsRx stores this information and later compares it against similar identity data it receives from people who visit physical businesses. By matching this data, LeadsRx is able to attribute the in-person visit back to the podcast advertising campaign which drove them there. Optimization insights are made available in real-time allowing for in-flight marketing changes to podcast advertising campaigns.
It is important to note that this feature covers any podcast provider which supports RSS feeds – including the industry’s two largest, Spotify and Apple.
Through LeadsRx return on ad spend (ROAS) reporting, you are able to compare the cost-effectiveness of various advertising efforts, including podcast advertising down to the episode level. This allows you to increase or reduce ad spend accordingly and achieve a higher return.
Prior to 2020 – when LeadsRx announced its ability to attribute podcast advertising – podcast advertisers were “in the dark” as to how these channels performed – unable to attribute spikes in web traffic or conversions back to the podcast episodes driving them.
For current and future LeadsRx customers, there is no additional charge to take advantage of podcast attribution capabilities. There’s no need to pay a point solution for such data and insights.
Streaming – OTT and CTV – Attribution
Streaming digital channels, specifically Over-the-Top (OTT) and Connected TV (CTV), has seen record growth in the past few years as brands look to capture the hearts and minds of audiences leaning into on-demand entertainment.
JamLoop, a LeadsRx customer, is using attribution to measure increased website traffic when running OTT and CTV campaigns.
OTT and CTV advertising has a unique ability to reach the right audience at the right time through its combination of easy access and convenience. Despite great advancements in digital marketing, advertisers know little about the shows or other ads their spots are running against.
Streaming advertising is incorporated into the attribution data and insights with all other marketing channels to provide a complete view of the overall customer journey. Attribution measures:
Impressions and visits to advertiser websites
Long-lead conversions influenced by ads
Website lift due to ad exposure
Segmentation on dimensions such as creative, ad position, show, duration
Segmented ROI analysis
Emerging Media Attribution
Podcasts were the new thing for marketers wanting their ads to reach consumers. OTT and CTV are the flavor of the week now; and social media continues to hold its own. So what’s next?
Gaming has long been a popular pastime, and no longer is it two people playing Pong while sitting next to each other in a cold basement. Gaming is digitally connected, interactive, and could involve dozens of players inside the same game at once – all while being located in various geographies around the world.
And what about the metaverse, digital communities that have taken SIM to new heights, where people’s digital selves can interact with other digital acquaintances?
Those games and metaverses all have digital landscapes and can include digital billboards. Advertising in those digital landscapes is growing by leaps and bounds with companies that specialize in helping marketers make the most of that advertising while providing a pleasant, not-completely-intrusive experience for gamers.
LeadsRx is at the ready to measure the effectiveness of these ads.
By looking at all channels together, including broadcast, podcast, streaming, and whatever new digital ads are emerging, you get an impartial view of the customer journey and insights into how well your ads are performing in a true multi-touch attribution environment.