MEASUREMENT DIVIDES THE INDUSTRY
TV is consistently regarded as the most effective advertising channel bar none, whether you look at brand building, sales revenue or profitability.
Although TV advertising needs to become more accountable to cause and effect, the prolific use of short-term response data will inevitably exclude the impact of relevant factors and performance that fall outside a limited window of time. This means that brands are seeing less than half of the full effectiveness story.
The reality is that advertisers place more than 60% of their TV investment against objectives, ad creative, planning and buying that has been designed specifically to generate long-term business growth and value. To the contrary, attribution has remained firmly on the side of short-term measurement, and we feel that this needs to urgently change.
Adgile is realising the value of Total TV Attribution – reflecting how TV really works, and enabling brands to holistically measure and manage their short and long term business performance – all at the touch of a button.
Download the full opinion piece and discover more on how Adgie is making long-term attribution part of the bigger picture.