"On the surface, all is well. The creative pops, the audience is dialed in and, before long, the sales start rolling in. Thrilled with the results, you check your dashboards: clicks and conversions, oh my! The numbers are pointing to Instagram as the hero of this campaign. But dig a little deeper and a different story emerges. Those conversions? They aren't the sole result of Instagram. Your TV ads are quietly driving results and making other channels even better."
"For marketers accustomed to precision targeting and last-click attribution on channels like social, the halo effect might sound unfamiliar. But it's one of the most overlooked drivers of performance. The halo effect refers to the broader impact TV advertising has on other marketing channels. In short, digital and email marketing drive many potential customers to your website, but if these visitors have also recently seen a TV ad, they are more likely to make a purchase"
Including streaming TV in a multi-channel marketing campaign can drive sales that attribution often credits to digital channels. Strong creative and audience targeting on TV increases consumer responsiveness across channels, lifting conversion rates for visitors driven by display, social, and email. Exposure to TV ads makes website visitors more likely to purchase compared with unexposed visitors, producing a measurable halo effect. Measuring the halo effect requires segmenting marketing-sourced traffic by recent TV ad exposure and comparing conversion rates. Tatari operationalizes this by dividing traffic into viewers who saw a TV ad within seven days and non-viewers to quantify TV's amplification.
Read at AdExchanger
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