Comcast Spotlight, the advertising sales division of Comcast Cable, is launching a new attribution solution to help correlate advertising campaigns with web site traffic.
Instant IMPACT – which was created in partnership with TVSquared – functions by placing a pixel on a client’s website to track its web traffic and establish a traffic baseline. Then the product monitors visits to the site within 30 minutes of the client’s TV commercials airing on linear TV over the length of the campaign. Comcast then correlates the timing of incremental visitors to the client’s website to TV activity and allows advertisers to access a dashboard that filters the data by zones, creative, weekday or daypart, to determine trends.
Comcast Spotlight is using TVSquared’s ADvantage analytics platform to measure and track the campaigns.
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“As we move toward a more data-driven, audience-based approach to TV buying, connecting the purchase funnel has become an increasingly important priority for advertisers. At the local level, however, measuring lower funnel activity has always been a challenge due to much lower sample sizes compared to national campaigns. Instant IMPACT allows us to move past this hurdle, and helps bridge the gap between TV exposure and business outcomes,” said Andrea Zapata, vice president of research and insights at Comcast Spotlight, in a statement.
“What makes this such a compelling accomplishment is that we are able to offer our clients an attribution tool that works at the local level and it is also automated – therefore scalable across the thousands of local advertisers who place campaigns with Comcast Spotlight,” Zapata added.
Since pilot and product testing, more than 150 clients have used Instant IMPACT to inform and track their campaign’s influence on web traffic.
“For advertisers used to the real-time performance analytics that come with digital, what Comcast Spotlight is doing for local cable attribution is game-changing,” said TVSquared Chief Revenue Officer Jo Kinsella in a statement. “Combining TVSquared’s world-class TV attribution technology with Comcast’s national footprint, local advertisers have all the tools they need to make TV a ROI-positive, performance marketing channel.”