Mastering TV advertising with Roman: View-through and incrementality in measurement
There are two ways to measure TV advertising response: view-through attribution and incrementality. See the difference between these two metrics here.
We recently partnered with our client Roman, a digital men’s health clinic, to go deeper into these topics including:
How Roman approaches TV advertising
A behind-the-scenes look into how we measure (and validate) incrementality for both linear and streaming TV with our chief data science officer and co-founder
How Roman uses view-through and incrementality together to optimize their campaigns
Learn in this video when to use view-through vs incrementality, and the pros and cons of each.
Courtney Minson
I work on product marketing and I've never had coffee.
Related
From Good to Great: Wpromote Uses TV to Fuel Aided Awareness for National Oil Change Giant
Can TV help turbo charge brand awareness from good to great? That’s the question Wpromote wanted to answer on behalf of their national auto service chain client. Tatari answered.
Read more
From Plateau to Performance: How Dose Revived Growth Beyond Meta and Google
When growth on Meta and Google stalled, Dose turned to TV and made it one of their top-performing channels. Hear (and watch) how they transformed linear and streaming into a powerful engine for performance and scale.
Read more
From Science to Speculation: 4 Reasons Performance Models Don’t Work for TV
Pay-for-performance TV sounds great, but it's typically more spin than science. Flawed attribution, inflated results, and hidden methodologies mean advertisers may be overpaying. Want to know what’s really happening? Let’s break it down.
Read more