The world of TV continues to expand and fragment at speed. Advanced TV capabilities have increased the medium’s flexibility as an advertising channel to businesses of all sizes, combining the ability to target niche audiences alongside its wider mass reach opportunities. However, this fragmentation doesn’t come without its measurement challenges. Here at On Device Research, we offer a comprehensive solution to help measure all parts of the TV market.
We approach every client campaign uniquely, exploring individual objectives and identifying key ways to ensure a true reading of KPI’s can be delivered. Our consultative approach thereafter helps clients to extrapolate the insights from the data gathered which in turn forms actionable insights informing future planning.
The key building blocks for our solution are our tracking technology, proprietary cleansing algorithm, survey platform technology and our fully opted in device ID panel.
We use various innovative methodologies to measure TV exposure adjusted to the environments TV is viewed. We embed our tracking URL into the ad creative measuring exposure across in-app , browser and cookie-less environments or retarget our panelists to view the creative in VoD and/or linear TV environments.
We then use a combination of cookies, device IDs & IP addresses to visualise campaign exposure. These technologies allow us to dedupe and isolate who on our panel has been exposed to the TV ads by matching Device ID’s IP’s and first party cookies to our panelists.
We serve those exposed to all TV ads with our established brand impact survey. We also serve the same survey to a demographically-and behaviourally-matched control group to isolate the KPIs of brand impact.
The test and control survey results can then accurately determine the brand impact with results also compared against the On Device Research norms database of 50+ studies to help highlight wider category & channel impact.
We measure brand impact throughout the purchase funnel: from awareness, to consideration to purchase intent
We also measure three key dimensions that speak to the power of digital: emotional engagement, message resonance, and consumer action
By applying campaign buy details to brand impact results we can also report on Cost Per Brand Uplift (CPBU), Cost Per Potential Purchaser (CPPP), Return on Brand Impact (ROBI), Total Potential Campaign Return (TPCR): applying a layer of bottom-line indicators to brand metric reporting.
Accountability: Deploy truly independent third-party verification to assess the impact of TV ad spend, providing data with transparency and trust.
Behavioural and Attitudinal: Cross-reference the often-overlooked brand impact of frequency of TV exposure with behavioural metrics relating to attention and viewability.
Accurate and timely: Superior data quality transformed into actionable insight, delivered days after the field work period ends, allowing for nimble decision-making.
Working with On Device Research has helped us further demonstrate the intrinsic value of Smart TV data in an increasingly fragmented landscape. In 2020, we conducted a total of 20 studies which, on average, drove our prompted brand awareness by +10%. Their knowledge and expertise allowed us to delve deeper into each study’s findings and extract truly valuable insights which ultimately helped us continue to grow as a business.
Dan Conneally
VP of U.K. Agency Solutions
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