Web Attribution: Attributing the true picture of TV Advertising

Sky Media

With ecommerce growing faster than ever and well established second screening behaviour, everyone believes TV can drive web traffic, but we wanted to prove it.

With our partner TV Squared, we built a deterministic solution that combines a brand’s web traffic with Sky’s viewing data on any viewing platform to examine the interaction between the two across the sales funnel. Following an extensive testing programme, we saw a significant uplift (vs. previous methodology) on an additional 69% of campaigns. For the first time ever, we can now accurately quantify TV’s effectiveness in the digital world.