Assigning TV Credit

Digital media by its very nature is easily correlated to online behavior and response metrics, whereas the impact of TV advertising and other traditional offline media has been more challenging to measure. Once confined to brand and awareness metrics, the world of TV attribution has now expanded to measure responses and assign value throughout the purchase funnel. This paper from the FreeWheel Councile for Premium Video in partnership with the VAB focuses on that evolution, illustrating TV’s value in the marketing mix through a range of case studies from across the industry, as well as providing the reader with a comprehensive yet simple understanding of the world of attribution.