Video: DragFactor Helps Advertisers Measure Response from TV Ads

When an ad airs on linear TV or a streaming platform, the advertiser will see an immediate response, or an influx of visitors to their website. However, not everyone visits right away—many respond days, weeks, or even a month later. This delayed response is hard to measure directly because it occurs later in time, often going unaccounted for or even misattributed by most - but not with Tatari.

We know that marketers need to see their campaign’s performance results that measure both the immediate and delayed response. Tatari’s DragFactor quantifies the relationship between these two types of response as a multiplier. Simply put, this helps marketers understand how many additional delayed responders they can expect in the future for every immediate response they see now. This information is available in near real-time, right within the Tatari dashboard.

Watch our short video to learn more about DragFactor enabling next-day measurement.

Courtney Minson

I work on product marketing and I've never had coffee.


Measuring the delayed response of a TV campaign

A good TV campaign should aim to measure both the direct response and brand impact. We measure the relationship between the two via what we like to call the "DragFactor."

Video: Understanding linear TV measurement

Even though linear TV has been around much longer than streaming, deterministic attribution is typically more difficult. Here is a short video that walks you through our measurement of linear TV.

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