Web Attribution: Attributing the true picture of TV Advertising

Agency: Sky

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 TVSquared, we built an award-winning 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. Since the launch last year, we have run over 300 attribution studies showing an average uplift of 30% in web traffic directly attributed to TV. For the first time ever, we can now accurately quantify TV’s effectiveness in the digital world.