What is it?
We line up spot logs with minute-level web analytics, separate each individual TV spot’s uplift from the normal daily and weekly rhythm of your web traffic, and roll up the results into cost per response metrics that directly inform TV investment decisions.
You are able to see which types of TV spots drive the strongest response and view your minute-by-minute web traffic up to yesterday, with diagnostics of the spikes in activity caused by your TV campaign.
When is it used?
- TV campaigns with a direct-response element
- Getting an independent view of the optimal TV schedule
- Optimising the balance of channels, times of the day, and spot lengths used in your schedule
- Getting a very fast read on the effectiveness of new TV creatives
- Alongside a marketing mix model, adding spot-level detail while the MMM measures longer-term uplifts
Why Sequence?
- Robust, proven spot measurement methodology
- Deep understanding of TV trading mechanics: results are split by things you can actually change - channel, time of day, spot length and creative
- Fast and repeatable, and works alongside a mix model that measures the longer-term uplift
- Real-world forecasting that simulates future spot schedules and their effectiveness
Next service
Customer propensity →