- Sep 23, 2023
- By LeadsRx
In today’s data-driven marketing landscape, the ability to trace a sale or engagement back to a specific marketing initiative is not just useful; it’s essential. For online marketing channels, attribution has been relatively straightforward, with tools that can pinpoint the exact ad click leading to a purchase. But when it comes to broadcast media – think TV and radio – attribution becomes far more challenging. Enter broadcast attribution solutions, like those from LeadsRx, designed to give marketers clarity on their offline media ROI – better yet, ROAS (return on ad spend). Let’s dive into the tools and technologies that make this possible.
1. Automated Content Recognition (ACR)
ACR technology is embedded in many of today’s smart TVs and devices. It listens to what’s being played and matches those audio snippets against a database to identify specific TV shows, ads, or movies. By tracking the viewing habits of users, marketers can correlate TV ad views with subsequent online actions, giving insight into the efficacy of particular TV spots.
- Real-time tracking and recognition.
- Granular viewer insights, down to specific ad spots.
2. Set-top Box Data
Many cable and satellite TV providers have set-top boxes that can provide second-by-second data on channel changes, ad views, and even pause or rewind actions. By anonymizing and aggregating this data, marketers can get a clearer picture of how specific ads perform in terms of viewer retention and engagement.
- Large sample sizes for more reliable data.
- Ability to track viewer behaviors like channel switching during ads.
3. Location-based Services
For radio and outdoor broadcast attribution, one method involves using location-based services and mobile tracking. When a user hears a radio ad and later visits the promoted store or website, their mobile device’s location data can help attribute that visit to the ad they heard.
- Connects offline radio broadcasts to physical store visits.
- Provides insights into local advertising effectiveness.
4. Digital Fingerprinting
This technology involves embedding an inaudible code or “fingerprint” in broadcast ads. When consumers use a device to engage with the content, the code is recognized, allowing marketers to tie that engagement directly back to the broadcast ad.
- Provides a direct link between broadcast exposure and digital engagements.
- Works across TV, radio, and even online platforms.
5. Direct Response Mechanisms
Incorporating trackable elements, like unique URLs or promo codes, within broadcast ads can give direct attribution. When a viewer or listener uses the URL or code, it’s a clear indication that they were influenced by the broadcast.
- Easy to implement.
- Clear, direct attribution method without the need for complex tracking.
6. Integrative Platforms: The Role of LeadsRx
One of the challenges of broadcast attribution is that it often requires integrating data from various sources to paint a comprehensive picture. Platforms like LeadsRx play a pivotal role in this, bringing together data from ACR, set-top boxes, digital fingerprinting, and more. The result for marketers is a cohesive and actionable view of their broadcast media’s performance.
- Unified data sources for a more holistic view.
- Advanced analytics to measure ROAS and optimize campaign performance.
Every marketing dollar counts, so understanding the ROAS of broadcast media campaigns is crucial. With these advanced tools and technologies, marketers can move beyond traditional metrics like ratings and reach, and instead focus on direct attribution, ensuring that their broadcast efforts drive measurable, meaningful results. By embracing these solutions, brands can make more informed decisions, optimize their campaigns, and maximize their impact in the broadcast space.