COLUMBUS, Ohio — Multitouch attribution provider Clarivoy has added a series of “Linear Time Decay” models to the dashboard for its proprietary TV Analytics solution. It was designed to map online traffic to TV ads, matching advertising spot data with website visitors and granting advertisers a transparent snapshot of which TV ads truly influence sales.
With the new integration, after a spot runs, credit is assigned for the inbound web traffic following the spot for a certain amount of time, or “response window.” Clarivoy’s Linear Time Decay model assigns diminishing importance to the web responses as they get further and further in time from when the TV spot aired. It follows a straight line from full credit, up to one minute after the start of the window, to zero credit at the end of the window, according to the company’s CEO, Steve White.
“We believe this model is closer to what actually happens when experiencing a TV spot,” White said. “A convincing TV spot may motivate a potential buyer to take immediate action to start researching their next big purchase. However, attention spans are short and there are many ‘shiny objects’ along the way so the consumer can easily get distracted from their original purchase journey. We factor this into our analysis of the impact that spot had on their purchase decision and this helps us more accurately assess the value of any recently run TV campaigns.”
Dealers using TV Analytics have been able to make data-driven decisions for their media buys that helped decrease their cost per website visitor, provide the visibility they need to intelligently broaden their cable reach, maximize the investment they make in TV, reallocate more spend to cable, and reduce their cost per attributed website visitor by 62%, according to the company.
Commenting on future developments, “We are now looking at non-linear models for TV attribution, which might further approximate the real response curve,” White said. “We are also planning more sophisticated models for multitouch attribution than the symmetrical parabolic model we currently offer. When it comes to understanding the results of their advertising, dealers can’t afford to guess anymore. Clarivoy plans to continue to lead the industry by providing the most accurate and insightful views possible.”