View-Through vs. Incrementality: A Clear Way to Measure TV Ad Response

April 16, 2020

Many marketers, and TV measurement companies in particular, use view-through metrics to measure advertising response. At Tatari, we give you the option to choose this metric to make apples-to-apples comparisons (especially through a multi-touch attribution vendor), but we believe incremental measurement is the most precise metric for understanding the impact of ad performance (covered in adexchanger) from streaming TV. You may find that view-through results look better, but our incrementality method separates net new visitors from users who have already visited, purchased, or downloaded without having seen the TV ad.

Watch our short video below to learn more about our industry-leading incrementality method—which attributes customer actions as a result of TV advertising—and how it compares to view-through attribution.

Courtney Minson

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

Related

The Long and Short of Duration: Which TV Spots Perform Best?

Here at Tatari, we use a data-driven approach to make recommendations around duration. In this article, we share our findings and recommendations for creative duration.

Client Feedback: If you can measure it, you can improve it

We’ve seen significant improvements across many areas in our bi-annual survey. In this article, we share some highlights from the survey.

Sponsorships and Integrations: Influencer Marketing for TV

TV sponsorships and integrations are the pinnacle of modern-day influencer marketing, aligning brands with the events and personalities about which their target audiences care most deeply.