TV attribution suppliers to be analysed in new study
The analysis, conducted by Sequent Partners, follows on from a report published earlier this year that compared the services offered by companies providing digital, cross-platform, multi-touch and TV attribution, and marketing mix modelling.
The study has been launched in response to increasing numbers of companies supplying TV attribution data, according to CIMM and the 4As. It aims to outline the current offerings of “leading TV attribution providers” and provide an overview of the data sources, modelling and practices used in matching the advertiser’s first-party sales data.
The organisations did not disclose which companies would be analysed, but their previous report included Nielsen, Standard Media Index, Oracle and Samba TV.
Jane Clarke, chief executive and managing director of CIMM, said: “Attribution is coming to define the direction of complete cross-platform measurement today. More granular TV data is bringing an entirely new dimension to TV attribution and needs to be more thoroughly understood by end users.
“This study will help advertisers, agencies and media companies sharpen how they evaluate the effectiveness of all their TV and video advertising.”
We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments