Measuring Linear TV and OTT Conversions
Tracking Advertising in Linear TV vs. Connected/OTT Platforms
The advertising landscape is in a phase of dynamic evolution, and the tracking capabilities of various platforms play a critical role in this transformation. In the good old days of Linear TV, tracking was primarily limited to metrics like reach, frequency, and GRPs (Gross Rating Points). You’d set your budget, air your commercials, and keep your fingers crossed that the Nielsen ratings would show a favorable impact. Linear TV has long offered a broad audience but falls short when it comes to granular tracking or real-time adjustments. Essentially, it’s a shotgun approach: spray and pray.
Connected TV and OTT platforms, on the other hand, have significantly upped the ante. These platforms offer advertisers the chance to target specific audiences based on behavioral data, geographic location, and even purchase intent. The dashboard analytics are in real-time and allow for an agile response, something any media director worth their salt, like Paul Mosenson, would fully utilize to optimize campaigns for quality leads and sales.
- Data Depth: Linear TV provides demographic information but lacks behavioral insights. Connected/OTT allows for deep behavioral targeting.
- Real-Time Metrics: Linear TV relies on post-campaign reports. Connected/OTT platforms offer real-time analytics.
- Cost: While Linear TV often requires a hefty minimum spend, Connected/OTT can be more budget-flexible.
- Audience Engagement: Connected/OTT platforms often allow for interactive ads, giving a direct measure of audience engagement which is mostly absent in Linear TV.
In conclusion, while Linear TV still has its place for certain broad-reaching campaigns, Connected and OTT platforms offer the kind of targeted, trackable advertising that’s gold for analytics-driven decision-making. It’s not just about spreading the message anymore; it’s about making sure it’s heard by the right people and acting on that data in real-time. This is where the strategic vision meets the rubber of tactical execution, and if you can master this, you’re not just playing the game—you’re changing it.
Tatari is a data-driven TV and streaming advertising platform, revolutionizing the way companies conceptualize and execute their ad campaigns. With a focus on real-time analytics and ROI, Tatari brings a granular, digital-like precision to the broad-reach world of TV advertising. NuSpark Media Group’s partnership with Tatari melds perfectly with this ethos, leveraging our in-depth expertise in analytics-driven media strategies.
Examples of Reports That Show Overall Traffic & Conversion Lift
Conversion & Event Tracking
Can certainly compare website analytics before and after media campaigns; and see the results of overall conversions, events, and website actions.
Organic Traffic Trends
If there’s a lift in organic traffic, typically your name as a keyword, during the media campaigns, then we can see the affects of the advertising, and prepare a “cost per lift” over a period of time.
Key Benefits of Our TV Attribution Solution with Tatari
Tech built for TV in one single platform
- AI powered media buying tools and best-in-class measurement
- Direct supply enables enormous efficiency gains in pricing
- Measures outcomes with modern metrics
- Buy Linear (both spot and upfront), + Streaming (Direct or programmatic)
Measurement Outcome-focused, digital-like, and uniform across all TV media
- Next-day reporting
- Immediate vs delayed
- View-through vs incremental measurement
Measure beyond views or impressions and use closed-loop attribution to track outcome-based metrics such as CPV, CPI, and CAC; ultimately proving ROAS.
More Video Education on TV Tracking from our Tatari Partner
Learn more about the Incrementality Method of Conversion Tracking from TV.
Learn more about TV conversion measurement comparing incrementality and view-through (with pixels)