How to Measure the Effectiveness of Your Brand’s Olympic Ad Campaign with TEGNA Attribution
The upcoming Olympics present a wealth of opportunities for advertisers, but how will they know these campaigns are effective? Find out how TEGNA Attribution answers this long-standing question.
This year has been challenging for everyone, and most of us are beginning to look ahead to new beginnings in 2021. Knowing that sports can unite and inspire people from every city and nation across the world with showcases of unity, triumph, and victory, the Summer Olympic Games in Tokyo are serving as a global beacon of hope for all.
For brand advertisers, the Olympics are a significant platform to reach consumers with inspirational and powerful messaging that audiences crave. But how does a brand create and distribute that messaging? And how does the brand know the messaging is effective?
Partnering with TEGNA is an excellent first step.
“TEGNA’s Olympic NBC Stations provide not only messaging in the Olympics but integration into Olympics content and news through sponsorships that can provide further online and social reach for your company,” says Frank Palino, Director of Local Sales, King5.
“We can put you on dominant Olympic NBC stations in some of the biggest markets with TEGNA that will allow you to reach your customers on a personal, local level,” Palino continues.
Not only can TEGNA help you build and distribute your brand’s Olympic campaign, but we can also measure it in previously unheard-of ways. For years, brands across all industries have struggled to effectively measure the results of TV ad campaigns – which make up most of traditional Olympic Advertising.
That’s where TEGNA Attribution comes into play.
With TEGNA Attribution, advertisers have the ability to collect enough data to know if the person on your website is there as a result of seeing the ad campaign – whether it was viewed via Broadcast, OTT, or digital.
“We know that the right message accompanied by an Olympics schedule will generate website traffic, store visits, and sales,” says Jessica Daigle, VP of Sales Intelligence at TEGNA. “With TEGNA Attribution, we can prove the value of your Olympics package using closed-loop attribution, which I define as using one single data stream to connect viewership to outcomes.”
For example, let’s say your brand is an auto dealership in Phoenix, Arizona, that has decided to advertise during the upcoming Olympic Games on KPNX. Imagine that your dealership’s ad airs alongside the next great Olympic moment. Over the next few days, the dealership’s website sees an increase in website traffic.
Is this because of the ad the dealership ran during Olympic coverage? Logic says yes, but the question is much more complicated than that. Some may be there due to viewing the ad – but which ad did they see? The ad that aired in the morning during swimming, or the one during Prime Time gymnastics?
Drilling down into the data that TEGNA Attribution offers, the dealership can connect the dots between their campaigns and their results, allowing them to make better decisions on spending their ad dollars in the future, maximizing campaign outcomes.
“With closed-loop attribution, our advertisers can be confident with the data we’re providing them to make smart decisions and optimize their media plan,” says Daigle.
“There’s particularly a great opportunity with extensions that allow you to expand the value of the Olympics before and after the games. With TEGNA Attribution, we can prove the value of your Olympics package. Better yet, for our current TEGNA Attribution customers, you can measure the lift in outcomes by running within the Olympics vs. your standard schedule.”
Want to Learn More About TEGNA Attribution?
To learn more about how we can help your business thrive with linear broadcast, over-the-top streaming (OTT), and digital solutions, click here to get connected with an Attribution expert at TEGNA.