Why measure outcomes?

TV advertising is immensely, uniquely powerful. It works short-term and over longer periods, so it stands out compared to plenty of digital and performance channels. It directly impacts your business. And it’s a multiplier medium: it lifts your other media channels’ performance. 

We would say that, though, so have a read of 
Thinkbox’s Profit Ability 2 as well  

The more complex and sophisticated the media environment, the more channels there are for TV to influence - and the harder it is to properly understand its effect. TV advertisers will always need ways to nail the impact campaigns have on the business. To optimise, to meet your objectives and to maximise TV’s halo effect across your channels.

But traditional TV measurement is too expensive (econometrics) or too limited (attribution). So we’ve built a measurement innovation programme with one goal: to measure all the value TV advertising creates, for all our advertisers. 

What we do

We measure the outcomes TV generates. Because, ultimately, that’s what matters. Sure, media metrics like reach or attention have their place, but they’re only ever a stop-off before the numbers that drive businesses: incremental sales, profit, CAC. 

Our measurement innovation programme lets advertisers try out new ways to explore how TV’s working for their business. Our work’s in beta mode, open to partners ready to learn with us, and we cover 5 pillars: 

Geo-X: We’ve taken a vintage TV measurement technique (the regional test) and made it digital-first. We can measure TV’s lift across metrics from web traffic and email open rates to Google auction performance. And sales, of course. 

First-time TV advertisers can expect +58% web traffic on average, according to our Geo-X benchmark database

Lantern

With Sky, Channel4 and Thinkbox, we’re building a unique TV measurement solution using a single-source panel. It’ll let advertisers measure TV’s combined effect on digital metrics like website traffic, conversion and share of search over the short-medium term. Read more here.

Addressable Lift


If you have a large customer database, 1:1 ID matching via a clean room lets you measure addressable TV’s impact. But what if you don’t? We use IP-matching instead, to capture web traffic, sales and brand lift linked to BVOD campaigns - including Pause Ads - and linear addressable. 

Auction Boost

A ground-breaking meta-study of TV advertising’s impact on earned search impressions, click-through rates and conversions. Setting handy benchmarks for advertisers looking at the much-discussed - but hard-to-measure - link between TV and search. If you’re interested in the meta-analysis, we can also add an Auction Boost module to our Geo-X product for you. 

TV advertising drives 7% of search conversions

Pricing Power

Advertising doesn’t just drive sales. It improves margin. But that’s very hard to prove. We’ve done it for eight categories so far, with another six on the way, and we’re sharing our models with anyone up for learning more and incorporating them into their business.

Les Binet named Pricing Power one of his
top 10 measurement developments in 2024