The Addressable TV Guide: Proving Your ROAS

Welcome to The Addressable TV Guide! This is part 4 where we explore the comprehensive measurement solutions now available for Addressable TV campaigns. Come back next week for part 5 when we will share customer success stories.  

To catch up on other posts in this series, visit our Addressable TV hub. 

With the ubiquity of digital advertising, brands have come to expect that their campaigns will clearly demonstrate return on ad spend (ROAS). A simple formula of revenue attributable to ads divided by the cost of ads can show whether a digital campaign was successful; however, TV advertising long suffered from existing within a “black box,” operating with little visibility into direct results achieved. Today’s data-driven advertising flipped this TV ROAS paradigm on its head.  

As we discussed earlier in the series, Addressable TV enables advertisers to measure a variety of business outcomes including sales lift, web traffic, foot traffic, and brand health. Advertisers can now determine the effectiveness of their TV campaigns, drawing a line between the TV ad to customer preferences and behaviors from top-of-the-funnel metrics, like brand awareness, to bottom-of-the-funnel metrics, like in-store purchases.  

Before you launch an Addressable TV campaign, find out what you need to know to set campaign objectives and how to measure your results.  

Setting Your Campaign Objective 

When building your Addressable TV campaign, audience-based targeting solutions allow you to leverage behavioral, purchase, intent, and other data sources. As a result, Addressable TV offers the best of both worlds – the reach of linear with the ability to measure success in terms of business outcomes, such as conversion, acquisition, and revenue. So, how do you select your campaign objective? Here are 5 questions you should consider:  

• Is your goal to boost awareness of an already well-known brand?  
• Are you launching a new product where success is measured by units sold?  
• Does your product or service illicit a direct response – e.g., call this number or visit this website? 
• Does your brand fall within a highly competitive or saturated marketplace?  
• Is your ad part of a brand refresh or complete rebranding?  

Closed-Loop Measurement Solutions  

As you implement a measurement solution for Addressable TV, it is important to understand the differences between types of measurement studies. Closed-loop measurement methodologies are used to determine the lift in the desired action by the exposed group (consumers who were shown the ad) versus the control group (consumers who did not see the ad).  

Through Aperture Dashboard, users gain access to deterministic attribution reporting for KPIs including sales lift, brand health, web traffic, and foot traffic metrics. With more robust reporting, agencies can easily demonstrate accountability to brand clients while providing valuable insights for future campaigns.   

To learn more about measurement solutions for Addressable TV, download our new guide.