SAN JUAN, PR — In the new world of advanced TV advertising, brands can measure consumer outcomes like website visits and product purchases, and link them back to actual TV ad exposure.
But too few brands are doing so, because vested interests and a lack of action stand in the way.
That is according to an industry executive who is urging the supply chain to speed up.
At Beet Retreat, TVSquared president Jo Kinsella: “People are talking, but they’re not taking action.
“We need to figure out a way to play nice, and simplify what the marketer wants.
“The marketer has to win. The platform providers have to win, and we have to do it in a privacy-compliant, secure way.”
TVSquared helps brands learn how TV advertising is driving traffic to their websites.
One of the company’s two main software pieces is ADvantage, a platform providing offering insight in to how each TV impression drives revenue through online, mobile and second screen for advertisers looking for accurate same-day TV attribution.
The company’s Predict tool helps advertisers automate the creation of their buy specifications based on predictive analysis of historical attribution data that is optimized, whether the objective is to generate sales, registrations, web site visits or any other kind of response.
“We did a study of 2019, a thousand advertisers using our attribution platform, (they) reduced their cost per response by 41%, and increased their TV spend by 91%,” Kinsella added.
“We come to these conferences and we stand up and we talk and we are all passionate about it, and then we leave and do fuck all. Just take the step. Just to do it. Just take the step. Just do it.”
Kinsella was interviewed by Beet.TV director of editorial and strategy Jon Watts at Beet Retreat San Juan 2020, where she was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.