Advertising only works if you can measure its impact. For advertisers, that means going beyond impressions and clicks to understand how media spend drives real business outcomes.
Today, advertisers expect more from their partners when it comes to measurement solutions – moving beyond outdated models like last-click attribution—something 75% of marketers are already doing, according to eMarketer.
Instead, brands are looking for full-funnel insights—from brand awareness to consideration to actual sales – and the ability to work with partners that can provide those robust solutions in one place.
Through strategic partnerships with leading measurement providers, Comcast Advertising is helping advertisers spend smarter and prove performance. One of our most exciting developments is our partnership with Mastercard. This collaboration allows advertisers to connect TV ad exposures—across both traditional and streaming—to purchase behavior. For the first time, local businesses in categories like home improvement and furnishing, restaurants, and grocery chains can see how their TV campaigns are driving real consumer behavior.
In fact, a recent analysis of campaigns across five major home furnishing brands demonstrated that both traditional TV and streaming ads drive measurable business outcomes — including a 3x return on ad spend, +6% increase in transaction count, and +7% increase in consumer sales, while the ads were on air.
These results prove what we’ve long believed: TV advertising works, and now we can show exactly how. And now, advertisers can obtain deeper insight into not only that TV works, but which combination of tactics, from traditional to streaming to addressable TV, are most effective in driving conversions and outcomes.
With proof of performance and attribution, advertisers can invest with confidence, knowing their media dollars are driving measurable impact.
To learn how to drive measurable business outcomes at every phase of the funnel, contact us here.