When thinking about advertising impact, there are three types of potential customers: People who are unlikely to ever convert, repeat or loyal customers that will convert no matter what, and those that convert only because they've been exposed to an ad.
The third group is very valuable to brands, and with lift measurement, their viewing and conversion behavior can be tracked and analyzed to quantify the incremental business caused by TV advertising. But lift analysis is complex and much harder to do for linear TV advertising than digital advertising. Thankfully, iSpot.tv has spent years refining its lift attribution methodology to help brands measure the causal impact of TV advertising on business outcomes. Download the explainer guide to learn how we do it.
Key Takeaways:
- What TV advertising lift is and why it matters
- Challenges with measuring lift for TV vs Digital
- The iSpot solution and methodology