New Research From Marketing Architects Discovers TV Attribution Gaps
May 02 2024 - 6:00AM
Business Wire
TV advertising agency Marketing Architects finds most TV
advertisers are concerned about campaign attribution in recent
survey.
63% of TV advertisers doubt their ability to measure TV’s impact
accurately.
Despite being one of the most effective marketing channels, TV
advertising is hard to measure. It’s why, this spring,
All-Inclusive TV agency Marketing Architects surveyed more than 300
marketers to understand how they thought about TV attribution.
Not only did they find nearly two-thirds of TV advertisers lack
confidence in their results, but 45% say either linear or CTV is
the hardest channel to measure in their media mix. Half of TV
advertisers say difficulty measuring TV has led them to invest more
in other channels.
The good news for Marketing Architects is that they’ve spent
years developing a suite of measurement tools to address
attribution concerns. Today, the agency offers micro-attribution,
on-site surveys, incrementality testing, media mix modeling (MMM),
brand studies, unique reach analysis, and more. The agency even
built their own reach and frequency model, TruReach, to help
clients better understand their campaigns.
To decide which models are right for them, advertisers
collaborate with Marketing Architects’ analytics team and build
custom measurement plans based on campaign goals.
Marketing Architects also partners with industry-leading
technology companies like Innovid and Samba TV to access automatic
content recognition (ACR) technology and support comprehensive
reach analysis.
"As TV advertising is held to a higher standard of
accountability, reliable attribution becomes even more crucial,"
says Jordan Rossler, Director of Analytics at Marketing Architects.
“Our data-first, multiple-models approach helps us determine
results with confidence.”
Campaign reporting and TV attribution, including access to the
tools made possible through external partnerships, are provided to
Marketing Architects’ clients at no cost, thanks to the agency’s
All-Inclusive TV model.
More survey findings—and recommended solutions—can be found in
the agency’s new report “Everything Wrong with TV Measurement.”
About Marketing Architects
Marketing Architects is an All-Inclusive TV agency that rebuilt
the traditional agency model to help brands drive profitable
growth. Founded in Minneapolis, Marketing Architects has spent 25
years building homegrown technology to solve TV's pricing,
measurement and scale challenges. For more information, please
visit www.marketingarchitects.com.
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Elena Jasper VP Marketing ehengel@markarch.com 952-449-2622