Placed and Adobe have entered into a strategic partnership to measure the impact of linear TV advertising on store visitation. Adobe Advertising Cloud TV can now attribute those dollars to store visits via Placed Attribution for TV. Launched in June 2018, Placed Attribution for TV measures the impact of linear, addressable, and OTT advertising on store visits across one in three adults in the US with a location-enabled device.
Dentsu Aegis Network was the first to pilot the solution developed in partnership between Placed and Adobe and did so on behalf of a major retail brand. The team was able to drive results across linear TV ad spend that could be directly tied to store visits post-exposure. In this inaugural campaign, the brand saw an 8.4 per cent lift in store visitation, compared to a similar audience that hadn’t been exposed, ultimately translating into a 2.3x return on ad spend.
“Linear TV advertising is still a massive opportunity for brands that want to drive awareness of their products or services,” said Michael Law, EVP & Managing Director of US Media Investment for Dentsu Aegis Network. “The ability to accurately and uniformly measure the effectiveness of our clients’ ad spend across all channels is hugely important. Tying store visits to media spend is old news for digital, but this partnership between Placed and Adobe makes doing that a reality across linear TV and enables us to compare cross-channel campaign results on a more level playing field.” “In the past, TV was a single silo, linear, in the last few years we’ve seen a fragmentation that has moved TV closer to digital with the addition of addressable and OTT,” said David Shim, Founder and CEO of Placed. “Together, Placed and Adobe are now delivering a solution to premier industry leaders, such as Dentsu Aegis Network and its clients, that makes linear TV just as measurable and accountable as digital.”
“The reality is that most sales today still occur offline, and that’s not changing soon. Capturing those results is crucial for advertisers to prove ROI,” said Patrick Rubin, Head of TV Partnerships for Adobe Advertising Cloud. “We’re excited that Adobe Advertising Cloud customers can now use Placed to measure store visits across nearly all channels of media, including television.”