SAN JUAN, Puerto Rico—If where people go is the best indicator of who they are, location is everything. Being able to tie signals from mobile devices to television commercials and other media unearths behavioral insights and can help to inform effectiveness of ad formats, according to NinthDecimal’s Brian Kilmer.

NinthDecimal specializes in “physical world data” that, among other things, help advertisers understand the impact “that television ads had on where you’re going, meaning did you shop more because you saw an ad” by tying mobile devices to households,” Kilmer says.

In this interview at last month’s Beet Retreat 2018, Kilmer talks about the quest to properly attribute to advertising media like TV business results that are being credited to other media and how marketer KPI’s can change given campaign results.

NinthDecimal can tell whether someone visited a quick-serve restaurant after viewing ads not just on TV but in digital, mobile and out-of-home media.

One of “the more interesting tactics we’re working through in television” is helping to determine whether the premium cost of a commercial pod takeover drove enough business outcomes to justify the premium “or is it more effective to just buy thirty-second spots or fifteen-second spots,” Kilmer says.

For theatres, primetime TV spots on Thursday night are a mainstay of movie premieres. But does a film also need to be advertised on the weekend after the opening? “Or can they supplement that advertising with different forms of marketing to drive consumers into theatres?”

Apportioning the right level of credit for advertising “is a hot topic for me personally,” says Kilmer.

“We measured a campaign last year that reached ninety-five percent of U.S. households with their linear TV buy. And we were measuring their digital ad effectiveness as well. Which simply raised the question, is TV doing a lot of the work that digital media’s taking credit for?”

While marketing and media modeling techniques abound, Kilmer would like to see an analysis within a consistent environment “to be able to truly understand the impact that mass awareness and the upper-funnel activity does have on the digital-based media that we often drive life from that is getting a lot of value based on other advertising.”

This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page. The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.