The attribution method, called the Graph Model, revolutionizes and elevates current TV Analytics technology
By Pranav Vadehra
Columbus, OH - Clarivoy, a marketing technology company, announced today the development of proprietary technology used in its TV Analytics product. The attribution method, called the Graph Model, revolutionizes and elevates current TV Analytics technology.
In recent years, marketers have called for more advanced TV measurement technologies aimed at uncovering the actual impact a TV ad has on driving leads and sales. Historically, advertisers relied on Nielsen data, which basically told them how many people in any given demographic were exposed to a TV ad. However, with the advertising accountability unleashed by digital advertising, marketers clamored to know more than just exposures; they wanted to know how their ads were influencing their target audiences and ultimately leading to in-store as well as online sales. In this way, TV measurement has evolved toward what the industry terms TV attribution.
The challenge in creating a meticulous TV attribution product has been boosted by and, at the same time, been made more complex by the rise in multi-device use. Nearly 64 percent of viewers say they watch TV while concurrently using another device such as a smartphone or laptop. On one hand, the advent of a majority of viewers having a device by which they can respond instantly to a TV ad helps close the loop between a TV ad and web responses. On the other hand, capturing those responses and connecting them back to a specific TV ad is not for the faint of heart. Amid this complex and untamed frontier, marketing technologists race to answer the call to create a solution that accurately maps an advertiser’s TV spots to online engagement, and consequently sales.