SAN JUAN, Puerto Rico\u2014If where people go is the best indicator of who they are, location is everything. Being able to tie signals from mobile devices to television commercials and other media unearths behavioral insights and can help to inform effectiveness of ad formats, according to NinthDecimal\u2019s Brian Kilmer.<\/p>\n
NinthDecimal specializes in \u201cphysical world data\u201d that, among other things, help advertisers understand the impact \u201cthat television ads had on where you\u2019re going, meaning did you shop more because you saw an ad\u201d by tying mobile devices to households,\u201d Kilmer says.<\/p>\n
In this interview at last month\u2019s Beet Retreat 2018<\/a>, Kilmer talks about the quest to properly attribute to advertising media like TV business results that are being credited to other media and how marketer KPI\u2019s can change given campaign results.<\/p>\n NinthDecimal<\/a> can tell whether someone visited a quick-serve restaurant after viewing ads not just on TV but in digital, mobile and out-of-home media.<\/p>\n One of \u201cthe more interesting tactics we\u2019re working through in television\u201d is helping to determine whether the premium cost of a commercial pod takeover drove enough business outcomes to justify the premium \u201cor is it more effective to just buy thirty-second spots or fifteen-second spots,\u201d Kilmer<\/a> says.<\/p>\n For theatres, primetime TV spots on Thursday night are a mainstay of movie premieres. But does a film also need to be advertised on the weekend after the opening? \u201cOr can they supplement that advertising with different forms of marketing to drive consumers into theatres?\u201d<\/p>\n Apportioning the right level of credit for advertising \u201cis a hot topic for me personally,\u201d says Kilmer.<\/p>\n \u201cWe measured a campaign last year that reached ninety-five percent of U.S. households with their linear TV buy. And we were measuring their digital ad effectiveness as well. Which simply raised the question, is TV doing a lot of the work that digital media\u2019s taking credit for?\u201d<\/p>\n While marketing and media modeling techniques abound, Kilmer would like to see an analysis within a consistent environment \u201cto be able to truly understand the impact that mass awareness and the upper-funnel activity does have on the digital-based media that we often drive life from that is getting a lot of value based on other advertising.\u201d<\/p>\n