Real-time television ROI tracking using mirrored experimental designs

Abstract

Real-time conversion tracking is the holy grail of TV advertisers. We show how to use thousands of tiny areas available via commercial cable and satellite systems to create low cost tracking cells. These areas are created as "mirrors" of a national campaign, and run in parallel with it. With properly controlled areas, it is possible to calculate national effects due to TV using statistical methods. We show performance of the method on a large-scale TV advertising campaign where it was used successfully to maintain a real-time CPA target of $60 for 179 days. © Springer-Verlag 2013.