TV and Radio Attribution: Improving GRP Allocation
Using our GRP advice, Belvilla achieved significant increases in campaign revenue and ROI.
It is relatively easy to plot online customer journeys thanks to cookies and tracking pixels. Multi-touch attribution (MTA) is used to determine how much each touchpoint in the customer journey contributed to a conversion.
TV and radio attribution is less straightforward. The effectiveness of offline channels is more difficult to determine.
Use media mix modelling to improve the effectiveness of your offline campaigns.
Offline data is only available on an aggregate level. We can’t tell, for example, whether an individual has seen a particular TV commercial or display ad. We can’t place these offline touchpoints in their customer journey, either. MTA can’t attribute values to these offline touchpoints. For this purpose, we use media mix modelling (MMM). Eventually, the two models can be combined in a unified model, allowing us to determine the effectiveness of all on- and offline channels. Many models can only measure a daily or even a weekly aggregate effect of TV and radio advertising. We include algorithms modeled on an hourly level in our media mix model. This means we can attribute value to both the channel level and individual TV or radio spots. Our short-term model is unique in the market.
The benefit of this approach is the ability to measure the effect of offline media properties like the hour of the day, the TV or Radio channel, or the spot length. This information is in turn used to optimize TV or Radio spots by broadcasting on, for example, the most effective times of the day.
Belvilla is a large European player and the Benelux leader in the market for holiday homes.
Belvilla uses Objective Platform to carry out TV and radio attribution. They also use our allocation advice to optimize the GRP pressure between media partners, channels, timeslots and weekdays during their large campaigns. For their last campaign, they increased their revenue by 7.5% and increased their ROI by 8.3% compared to the same campaign last year.