Streaming TV Has Dayparts and Rotations, Too
In linear broadcasting, there is a significant difference in response rates at different dayparts. That difference derives from human behavior and states of mind; the on-demand nature of streaming does not erase those habits altogether.
Validating incrementality in baseline+lift models for linear TV
In this article, we put Tatari’s incrementality approach for incrementality in linear TV (dynamic baselining) to the test by comparing it with a pure test-control experiment.
Great TV campaigns deserve superior landing pages
If a website is more optimally designed, visitors driven by TV will be more likely to linger and ultimately convert.