Viewership may be shifting to new platforms, but does a dollar of ad spend drive the same amount of incremental sales as TV? This is the question that TV executives are trying to answer with the launch of their new initiative code-named “Thor”.
The idea. Combine purchase history (shopper card data, etc.) with TV ad exposure data to identify the return on ad spend (ROAS).
This is very common when digital advertising is combined with e-commerce (conversion tracking, etc.), but much more difficult when dealing with offline commerce.
More on this topic. ROI-Based Planning: The Antidote To Zero-Based Budgeting
