Skip to main content

ScreenBytes Executive Interview Series are also available on

SpotifyApple PodcastGoogle Podcast
State of the Screens

TV Industry Leaders Developing Purchase Measurement Plan for Advertisers

By February 27, 2018No Comments

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

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.