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Measure the Effectiveness of Your Brand’s Holiday Ad Campaign with TEGNA Attribution

The upcoming holiday season presents 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. 

Meredith Cunningham Published: October 18, 2021
Measure the Effectiveness of Your Brand’s Holiday Ad Campaign with TEGNA Attribution image

The holidays are fast approaching – and can be stressful at times. However, the season has the unique ability to bring families together and provide comfort as we continue to navigate living within a new normal.    

For brand advertisers, the holidays serve as a major platform to reach consumers with inspirational and powerful messaging that audiences are craving. But how does a brand create and distribute that messaging? And how does the brand know the messaging is effective?   

That’s where TEGNA Attribution comes into play.   

“TEGNA Attribution provides our customers with measurable results of the impact that their broadcast or OTT campaign has on their business,” says Jay Donovan, Director of Digital Sales & Training at TEGNA. “It will give them meaningful data on the outcomes of their holiday spend as well as key information that will allow them to make smart decisions on future ad spend.” 

With TEGNA Attribution, advertisers have the ability to collect enough data to know if the person in your store, or 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 a holiday schedule will generate website traffic and sales,” says Jessica Daigle, VP Sales Intelligence at TEGNA. “With TEGNA Attribution we can prove the value of your campaign 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 on KPNX. Imagine that your dealership’s ad airs alongside great holiday content, such as the Charlie Brown Christmas special. Over the next few days, the dealership’s website sees an increase in website traffic and more people begin to visit the store for a test drive.   

Is this because of the ad the dealership ran during KPNX’s holiday programming? Logic says yes, but the question is much more complicated than that. Some may be there as a result of viewing the ad – but which ad did they see? Let’s say the ad that aired in the morning and on Prime Time. 

Drilling down into the data that TEGNA Attribution offers, the dealership can connect the dots between their campaigns and its 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.  

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.  

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