Note: Adtriba Core is a legacy feature that we continue to support but no longer sell. The latest version of this feature is available as Funnel Measurement.
If you are already using Funnel Measurement, find more information here. To upgrade, contact us.
The Adtriba TV Tracking feature lets you include TV measures in the evaluation of all marketing contacts.
Unlike other TV tracking solutions, TV is not a separate silo. It is integrated into the full view of all marketing activities.
Is the TV feature right for you?
TV attribution is suitable for companies that:
regularly run TV campaigns
already use the Adtriba MTA (multi-touch attribution)
What method does the TV feature use?
The Adtriba TV feature correlates broadcast TV commercials with a statistically significant increase in website visits through organic marketing channels such as Direct, Paid Search, and SEO.
The biggest challenges in TV tracking are (a) calculating the baseline and (b) distinguishing overlapping spots. The Adtriba TV model calculates the baseline dynamically using a minute-by-minute approach.
To differentiate overlapping spots, we use a mathematical approach. Individual spots without overlap form the basis for a weighted distribution of lift between spots.
For more details about the TV tracking algorithm, see:
What can you expect when you integrate TV measures?
In Adtriba, TV actions appear in two reports: a TV-only report and the Performance Report, where TV is listed as a separate channel. The TV-only report shows how many visits, conversions, and sales TV measures generated. When you include spend, you can evaluate performance figures such as ROAS and cost per visit.
You can adjust report dimensions by motive, station, environment, and other TV dimensions. In the Performance Report, TV appears as a separate channel in dynamic attribution. You can use it to answer questions such as:
Which TV measure had the best performance across all channels?
Which TV dimensions can you display through TV Tracking? (Channel, time, motif, spot length, environment before spot, environment after spot)
How should you deliver data, and do you need a data history?
The TV Tracking feature works only with real-time media plans.
A data history is not required. For new customers, a data history adds no value. Existing customers can provide a data history as real-time media plans. Adtriba can then reprocess the data.
What else should you consider?
TV Tracking figures can differ from figures from other providers. This is mainly because providers model TV impact differently.
Adtriba regularly compares its figures with common solutions to benchmark performance.