TEGNA has been on a roll with TV attribution for local advertisers, helping them connect the dots between local spots and business KPI’s like visits and sales, whether online or off. The company has rolled out Alphonso-powered attribution in many of its markets from coast to coast, and more and more of its clients are seeing the benefits every day.
TEGNA’s OTT platform for regional and local advertisers, Premion, has been central to its success in increasing local ad revenues with the help of TV-to-web and TV-to-sales attribution. Alphonso enables them to deliver rapid reporting to clients that demonstrates which OTT spots are driving the best results, and how they can optimize their spend across OTT, linear TV and digital.
This week, the Denver Business Journal put a spotlight on TEGNA and Premion and its success in using audience data to keep advertisers informed, and satisfied. And to keep them coming back.
Here’s an excerpt from the article, quoting Mark Cornetta, EVP of TEGNA:
“Customers need to be able to connect the dots between their investment and results,” Cornetta says. For this reason, TEGNA is using data and analytics from attribution company Alphonso to measure the effectiveness of both linear and OTT ad campaigns.
Alphonso tracks how ad campaigns translate to online and brick and mortar business results with metrics such as customer visits to websites and physical retail locations.
Says Cornetta, “We can now track a customer’s journey from seeing an ad via an OTT, broadcast, or digital platform to their activity in terms of walking into a store or visiting a website. These tools have been a game changer for our customers. As a result, we can now answer the age-old conundrum posed by John Wanamaker: “I know half my advertising is wasted. I just don’t know which half.”
You can read the full article over at the Denver Business Journal.