Insights on how search can be driven by TV.
There is much talk about the failure of attribution models that are last click based to provide any useful lens on consumer journeys. Even last Charlotte Skornik, Head of Client Measurement at TikTok wrote in the Media Leader that "It’s virtually impossible to think of any scenario where a significant outcome is exclusively influenced by the latest event that preceded it. It surely has to be time to say goodbye to last-click measurement. But what’s the alternative?" The alternative according to Gareth George, (Group Head of Media at RVU Group - Zoopla, uSwitch, Confused) when speaking at the Future of Brands event recently in London 'has to be single source based'. We could not agree more with both Charlotte and Gareth here at ViewersLogic. An entirely Single Source Cross Media Measurement and analytics platform giving our clients that very lens on the journey. Below is one of the infinite use cases/lenses we can provide. Take the 'Meal Kit' sector; it's fiercely competitive with brands such as Gousto and HelloFresh spending money for eyeballs on TV. But is that exposure to TV driving an action elsewhere? In a last click model, that's all you will see; the last click. Here we see at an individual/single source basis how exposure to TV has generated an 'Uplift' in searches conducted.
