The challenges of TV measurement abound. Columnist Alison Lohse believes marketers shouldn’t have to settle for “good enough” to understand how TV is performing, but should instead look toward TV attribution as the answer.
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It’s no secret that TV — and therefore TV advertising — has evolved dramatically in the last 10 years. Consumers are cutting the cord. They’re watching TV online, on their phones or on their laptops, and it no longer happens in isolation. TV has become part of a holistic experience deeply connected to digital activities.
As marketers, we’ve tried to keep up. We’ve adapted our formats. TV advertising no longer falls into the two traditional camps of shorter brand spots and longer direct response (DR) infomercials, instead encompassing the full spectrum in between. We send viewers primarily to the web now via a vanity URL instead of an 800 number, and we use that traffic to tie TV back to digital and measure the efficacy of our campaigns.
Here’s the problem: It doesn’t really work. The days of an immediate straight line from DRTV to a single-channel purchase, either on the phone or on the web, are behind us.
[Read the full article on Martech Today.]
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About The Author
Alison Lohse is COO and Co-founder of Conversion Logic
. Alison spent the last 18 years focused on digital strategy for a number of Fortune 100 companies across many industries including telecom, retail, travel, B2B, CPG and tech. Her expertise and focus on client service, advanced analytics, media planning and optimization lends Alison a unique ability to drive digital strategies that scale brands helping them reach a wider audience. Cutting her teeth on digital starting in 2000, she worked across the interactive media practices at Starcom IP, then Avenue A, Razorfish and SMG with a focus on sophisticated media buying through analytics and optimization. Most recently, Alison was the Regional VP of Visual IQ, Chicago where she worked with Conversion Logic’s CEO, Trevor Testwuide. Alison earned an MA from the University of Manchester (UK) and holds a degree in art history from Lawrence University.