When it comes to TV attribution, one of the most important things to remember is that correlation does not imply causation. Marketers get easily confused when two lines go in the same direction.
GRP Measurement or GRP Fraud?
GRP’s provide the same number whether sales go up or go down.
GRP’s are simply an assumed exposures…they has nothing to do with outcome, and should never be used for user-level optimization.
TV Attribution Fraud?
This could happen to you with the wrong TV attribution vendor…
- TV Attribution providing the same number whether it’s a real or fake TV spot being evaluated.
- Most TV attribution has the identical impact or listening window for every single spot (vs dynamic).
- TV is confused by other signals, TV gets both over and under credited.
- TV Attribution tends to look at the most immediate impact…missing halo or adstock credit.
- What’s scariest: if you put fake TV spots into your schedule to be measured by your vendor, those fake spots will appear to have the same impact (or sometimes better impact) than real TV spots.
Be careful who your TV attribution vendor is.
Enter Attribution Data Cloud
Accurate TV performance.
BOS™ is a proprietary measure of granular TV performance.
Known as the new GRP, BOS™ is used for planning and in-flight optimization.
Impact or Listening Windows are 100% data-driven and dynamic to each spot based upon incrementally at the user level.
Halo impact is statistically calculated with the ability to graph out the long tail for each spot.
Fake spots? This machine-learning algorithm randomly inserts placebo spots throughout the day to self-calibrate performance.