Common Questions About TV Attribution
What is TV Attribution?
TV Attribution is the process of attributing some usage data back to offline media schedules. Its goal is to calculate a metric that reflects the benefit of television and generate a return on investment. Cost-per-visitor analysis is typically used by clients, just like in digital marketing, to measure their campaigns’ success. The objective then becomes reducing cost-per-benefit for users who tend to behave similarly once they are on your website.
Do you measure offline sales?
Quality Analytics TV Attribution measures Google Analytics data including events within applications and Enhanced Ecommerce transactions. We strongly suggest media buyers submit post logs from every airings’ of their TV/Radio broadcasts – short-form, long form broadcast on both TV/Radio as well as sattelite – in order for a more comprehensive view of their performances success.
Can I combine logs from a partner TV advertising agency?
Yes, we strongly suggest that media buyers submit post logs for every TV or Radio airing for a more comprehensive view. This includes short-form, long-form, broadcast on television and radio as well as sattelite.
What are the long tail or “drag” effects of media?
Our data proves that the majority of a broadcast’s impact occurs within seconds and minutes of its airing. In terms of campaign optimization, it is not necessary to consider the longer-term drag effect of media as all types are impacted relatively similarly; even an extra 5% lifts over 7 days does not change our recommendations.
Do you use “windows of time” to assign media credit?
At Quality Analytics we do not use time windows or regress on any entire campaigns nor base performance off spend in order achieve our truly data driven results that often uncovers previously undiscovered opportunities for growth and increased successes overall. This ensures that the accuracy of TV Attribution is maintained throughout the whole process.
How does your technology work to measure television campaigns?
Quality Analytics TV Attribution measures Google Analytics data at the minute, geography, marketing channel and device type level. We use this data to create a sophisticated forecast of “what should have happened”. When we observe statistical variations above this forecast, that becomes the universe of potential KPIs that we can assign to individual TV or Radio ads.
Are there any restrictions or limitations regarding the types of media which can be tracked for TV attribution purposes?
QA TV Attribution does not measure CTV or Radio podcasts at this time. They are considered digital marketing channels that are best tracked by Google Analytics
What metrics are available for analyzing and measuring effectiveness of individual broadcasts, networks, programs, timeslots etc.?
By default our TV and Radio Attribution software measures Google Analytics Sessions, New Users and 1 free floating KPI of your choice. This free KPI is most commonly Google Analytics Ecommerce transactions. Often the KPI is a Google Analytics Goal which can represent a lead in the sales funnel.
Does your system support regional/local markets as well as national ones?
Quality Analytics is proud to offer Local TV attribution and Local Radio Attribution. We download data for every geography and analyze the impact of TV ads only within that geography.
How often would we receive reports from you on our data performance?
Reporting is available on demand. Google Analytics data is available for TV attribution everyday at 5am PST (USA).
Do you offer training to help us understand the insights behind the data?
We offer complimentary training on the use of our TV attribution software and basic data analysis of the results.
Can you provide examples of success stories where clients have achieved significant ROI through working with this vendor’s solution(s)?
Absolutely, available upon request and availability.
Is there a specific cost associated with using this service or are rates determined by campaign size/level of complexity?
Quality Analytics offers flat rate pricing up to 500,000 in media spend. We offer three basic products: TV attribution software, Service for working with your Excel logs and Custom for anything custom.
Are there any additional services included in the price such as custom reporting or other consulting services?
For new and existing customers, we are happy to help with basic Google Analytics tagging.
Is the data tracked for TV attribution provided in real-time or at regular intervals?
Google Analytics data for TV attribution is available at 5am PST (USA) everyday.
Do you offer any customization to meet specific client’s needs?
Almost every TV attribution setup is custom in some way or another. During onboarding we will accomodate for any custom scenarios (i.e. errors in tagging, special marketing channels).
What kind of customer support do you provide?
We offer standard customer service hours Monday through Friday 8am – 7pm EST. Please contact your customer service representative at any time.
Are there any additional fees associated with using the service (e.g., set up fees, maintenance fees, etc.)?
There is a one time setup fee depending on the size of your account.
Are there limits on how much data can be stored or analyzed at a given time?
Typically a week of ads can range from 50 to 5000 ads. There is no limitation on the number of ads that we can process. The drawback is increased time. For reference, an entire year of ads may take up to a full day of processing.
Do you have an API available so we can integrate our own systems with yours for further analysis?
We offer a TV attribution API but it is recommended only after 3-6 months of standard use. In the first months of use there are usually many questions about formatting timestamps, timezones, DMA names. To avoid extending the learning curve, we recommend that users use the API after succesfully using the interface.
Does your platform enable us to drill down into granular segments such as age groups , gender, demographics, interests etc.?
No, Quality Analytics TV attribution does not use, infer or report on demographic data. In general we attribute the response of web activity regardless of the cause.
What measures have been taken to ensure accuracy and validity of the collected data?
QA TV attribution is one of the only companies in the world to offer visual proof of accuracy for every ad.
Do you offer any services related to media planning and / or optimization based on the results of TV attribution tracking?
QA TV attribution does not offer media planning services but we are happy to collaboratively review campaign performance during training.
What formats are available for reporting purposes (csv files, tables, graphs)?
We offer the lowest level of TV attribution data: per spot. We offer reporting at logical dimensions: Station, Creative, Day, Hour, Daypart, Week, Month, DMA, etc.
To what extent do external factors affect measurement & analysis of TV performance i.e competing spending levels within same timeslots etc.?
External factors like digital marketing are accounted for in our modeling. These channels are evenly distributed in time such that TV and Radio ads stand out statistically at the minute and geography level. Other TV and Radio ads due influence measurement; we ask that all media is included in the uploaded postlogs for best accuracy.
What type of expertise is required from our end for successful implementation e.g technical/analytical/creative capabilities incumbent upon us?
No expertise is required to use QA TV Attribution.
Is it possible that clients gain access directly into the system in order for them to monitor their own campaigns in detail rather than relying on generated reports from vendor only?
You are welcome to share the login credentials with your end client (or media buying agency) at your discrecion.
How quickly can we get started if we decide that this solution suits best our requirements?
The fastest TV attribution onboarding on record is same day. The things we need to get started are 1) read-only Google Analytics access and a postlogs in Excel or CSV.
Is API access extra?
What is the minimum level of traffic/conversions/ad spend needed before investment in Quality Analytics makes sense?
Quality Analytics TV attribution does not require a minimum level of traffic or ad spend before measurement can begin. Many customers invest the minimum required by media buying to see what their return on investment from TV or Radio is. Once confidence is established and if the campaign is profitable, the advertiser is free to scale up spending.
What if I am planning on leveraging a brand-new medium in the future? Will measuring additional channels cost me more?
We encourage advertisers to load all of their media. There is no extra cost for including Radio with TV or viceversa. We only need advance notice if there are new markets where we plan to run local radio or local televison ads.
Does it matter how many users I intend to provide access to my Quality Analytics account?
We do not charge per user.
Do you offer discounts?
Yes, we offer a yearly pre-paid discount and others based on your needs and volume.
What is your experience and track record with TV attribution?
We have over 17 years in cross channel marketing measurement. We have roughly 14 years of TV and Radio attribution experience.
Radio Attribution is the data science process whereby usage data is assigned to offline media schedules. This allows for the calculation of a metric that reflects the benefit of radio and enables the generation of a return on investment. As people tend to behave similarly once on your website, the aim is to decrease cost-per-benefit. Similarly to digital marketing, most clients measure their campaigns in terms of cost-per-visitor or cost-per-transaction.
How is Radio Attribution different from TV Attribution?
Radio and television are both broadcast mediums as well as via satellite, though television offers additional mediums such as cable and live streaming platforms like youtube.tv. Despite utilizing different media mediums, both use the same source of response data: Google Analytics. In terms of performance, radio campaigns tend to be relatively stable or increase over time while television campaigns typically produce an initial spike before gradually dropping off. Despite their differences in performance dynamics, both are able to get the majority of their impact within seconds and minutes of airing, thus making attribution possible for both broadcasts.
Are the postlog requirements the same?
Yes. For tv attribution or radio attribution to be successful we need Timezone, Timestamp and Market data.
Is Radio Attribution harder to measure than TV attribution?
Both are equally difficult and have their nuances. Radio is predominantly local in nature which makes it more of a challenge to measure.
Common Questions About Google Analytics and Digital Marketing
What is the difference between Google Analytics and Google Tag Manager?
Google Analytics is the hub that connects the Google advertising world and all other sources of traffic with onsite performance, including Enhanced Ecommerce. With Google Tag Manager we can install/debug/upgrade any data components without requiring effort from traditional development teams. We can usually diagnose and prescribe any Google Analytics problem in under an hour. Quality Analytics helps companies make the most of the Google stack.