WPP-Scangroup’s MediaCom has launched SpotLift; a TV attribution tool to measure the impact of TV advertising, in line with outcomes. This launch is in response to a growing need from clients for a better quality of data and insights around TV media buying.
Explaining the new solution, Peter Maina, a Strategic Account Lead at MediaCom says “Spot-level attribution enables us to demonstrate TV effectiveness and analyze campaign performance, looking at relative efficiencies in order to identify optimization opportunities. This will in turn aid in deriving actionable insights to help inform planning decisions.”
E-commerce platform Sky.Garden was among the first clients to try out the tool and their CEO & Founder, Martin Majlund says he is impressed with the results and is looking forward to working with MediaCom in optimizing their TV planning.
“SpotLift is something that definitely raises the bar, especially in seeing how TV advertising delivers results,” he said.
SpotLift works by isolating the usual website traffic to determine the response achieved by each TV spot to allow for optimization. It is currently only applicable to campaigns that have online elements like visiting websites, downloading a mobile application, or making online purchases. It is also capable of tracking unique identifiers within URLs and accessing website analytics.
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“The tool seeks to focus on linear tv response attribution, campaign performance analysis, and optimization. We expect media to drive sales, but maybe what stood out for us from the tests we conducted is that we expected a 30% website visits uplift but found out our TV plan actually drove 60%,” explains Maina.
“This enables us to offer our global clients a consistent approach to measurement across multiple markets,” he adds.
MediaCom’s Managing Partner, Marion Wanyoike, says the new tool will allow advertisers to quantify the value of advertising spots through continuous optimization of spots to achieve the best outcomes at relatively lower costs.
“SpotLift allows quantifying the immediate uplift in online visits generated by spots, therefore, attributing the impact to each spot. This is in line with MediaCom’s mantra of helping clients to achieve more with less wastage,’ said Ms. Wanyoike.
Among its key features include but are not limited to; easy onboarding process requiring minimal agency input, specialist resource support, detailed spot datasets with accurate costs, attribution visualizations providing full transparency, actionable insights, and competitive pricing.