Until now, measuring the success of a TV ad’s online impact has been speculative and difficult to do. Google has now partnered up with Rentrak, a global media measurment and research company, to provide advertisers with the online impact of TV ads.
“For the first time ever, advertisers have the ability to see how search queries on Google are being influenced by their TV ads, in real time,” said Google’s Dave Barney to AdWeek.
What the partnership will do is to reduce the amount of time it usually takes for advertisers to understand the effectiveness of the TV ads.
“Traditionally, TV is evaluated on an annual, semiannual or quarterly basis, just because of the difficulty in getting the data, and so now we’re talking about giving them a seven-day lag in effectiveness.”
In the future, TV Attribution will look to include estimations for online engagement and audience reporting.