Mastering TV advertising with Roman: View-through and incrementality in measurement

There are two ways to measure TV advertising response: view-through attribution and incrementality. See the difference between these two metrics here

We recently partnered with our client Roman, a digital men’s health clinic, to go deeper into these topics including:

  • How Roman approaches TV advertising

  • A behind-the-scenes look into how we measure (and validate) incrementality for both linear and streaming TV with our chief data science officer and co-founder 

  • How Roman uses view-through and incrementality together to optimize their campaigns

Learn in this video when to use view-through vs incrementality, and the pros and cons of each.

Click here to watch the webinar.

Courtney Minson

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

Related

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.