For years, advertisers have faced an age-old conundrum posed by John Wannamaker: \u201cI know half my advertising dollars are wasted. I just don\u2019t know which half.\u201d Simply put, the technology hasn\u2019t been there to map a consumer\u2019s journey from campaign ad exposure to a store visit.<\/p>\n
That\u2019s where TEGNA Attribution comes in. Before, the only way to measure this was to ask customers, how did you hear about us? Or automatically correlate a spike in sales with people viewing the brand\u2019s commercials or other messaging.<\/p>\n
With TEGNA Attribution, advertisers can now drill down into the data to know if the person in your store, or if the person on your website is there as a result of seeing the ad campaign.<\/p>\n
\u201cCustomers need to be able to connect the dots between their investment and results,\u201d Mark Cornetta, Executive Vice President at TEGNA, tells the Denver Business Journal<\/a>. \u201cWe can now track a customer\u2019s journey from seeing an ad via OTT, broadcast, or digital platform to their activity in terms of walking into a store or visiting a website. These tools have been a game-changer for our customers.\u201d<\/p>\n One of those customers is the Director of Marketing for Easterns Automotive Group in D.C, Joel Bassam. \u201cI\u2019ve been buying TV for so long, it\u2019s been hard to say if it\u2019s effective or not,\u201d he tells Cynopsis<\/a>. \u201cThis model allows me to get very specific on how I buy based on real data. Looking for these small increases in attribution and click-through rates will increase my business exponentially over time.\u201d<\/p>\n With surging OTT viewership, eMarketer forecasts that the number of U.S. OTT users will reach 222 million this year. Accelerated by the pandemic, consumers have embraced streaming video platforms, and advertisers are now catching up to find their audiences there.<\/p>\n With OTT, advertisers can reach the audience that matters most to their brand. Now with TEGNA Attribution, we can tell if the audiences are responding. For example, when you receive an Attribution report at the end of a campaign, you can drill down into the effectiveness of each ad, looking at dates, times, and schedules of when ads aired, and when people visited the website. This data then informs future decisions to optimize campaigns and maximize their effectiveness.<\/p>\n \u201cIt\u2019s exciting,\u201d Jessica Daigle, TEGNA\u2019s Vice President of Sales Intelligence, tells Cynopsis<\/a>. \u201cWe are ensuring that every customer, whether you\u2019re in Abilene or Dallas, Texas, has the opportunity to maximize their marketing spend.\u201d<\/p>\n At TEGNA, “We recognize the increasing importance of bringing tangible results to our advertisers and making linear local TV as equally measurable as social and digital campaigns,” says Tim Fagan<\/a>, senior vice president and chief revenue officer at TEGNA. 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.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" TEGNA Attribution is the most complete broadcast and OTT attribution solution available today to help advertisers 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.<\/p>\n","protected":false},"author":4,"featured_media":8158,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[54,75,72,86],"tags":[],"class_list":["post-8157","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beingoodcompany","category-attribution","category-good-results","category-ott","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/8157","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=8157"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/8157\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/8158"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=8157"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=8157"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=8157"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Reaching New Audiences with OTT\u00a0<\/strong><\/h3>\n
Want to Learn More About TEGNA Attribution? <\/strong><\/h3>\n