Spectrum Reach is the first advertising partner to bring brands deterministic multiscreen attribution at scale. Our deterministic cross-platform tool works by matching aggregated and de-identified first-party data collected from set-top boxes and streaming devices in a privacy-compliant manner with third-party website visitation data through our partnerships with Innovid and Blockgraph. This allows brands and marketers to attribute TV ad exposure across traditional, streaming, and addressable TV campaigns to consumer actions on digital devices.
For nearly two years, we have been studying audience response to multiscreen TV campaigns, analyzing what drives consumers to take action and visit an advertiser’s website after seeing a message. Across more than 260 campaigns, over 14 industries, and more than 150 accounts, five key learnings stand out:
1. Broaden Your Daypart Mix
Primetime is home to the highest profile lean-in content, but our results show that audience response rates are actually highest outside of prime—with daytime and early fringe leading the pack.1
2. Invest in Sports Programming
Just as Primetime is lean-in content, so is sports programming. We found that advertisers on sports networks generated 24% higher response rates than average.2
3. Benefit from the Power of Spectrum News
Across top industries, clients who leveraged the power of Spectrum News saw higher website responses on average than those advertisers who did not.2
4. Understand Day-of-Week Impact
When you advertise matters. We found that different industries have days that work best for them. Knowing your vertical’s “sweet spot” day can help to inform both creative and media strategies.
5. Customize Your Creative
Creative optimization is right up there with media optimization to drive results. When you align media insights with creative insights, results can be immediate.
Spectrum Reach is the #1 multiscreen partner of holistic multiscreen reporting at scale, allowing brands to maximize their ad investment by planning smart, efficient, and effective campaigns that drive results.
Learn more about our in-depth multiscreen attribution study—and connect with us to reach cross-screen audiences today.
FREQUENTLY ASKED QUESTIONS
How does Spectrum Reach track ad exposure across TV, Streaming TV, and online?
Spectrum Reach uses a deterministic, cross-platform attribution approach developed with Blockgraph and Innovid, using aggregated and de-identified insights to analyze campaign performance in a privacy-focused way.
What data sources power Spectrum Reach's multiscreen attribution?
Spectrum Reach collects first-party data from set-top boxes and connected streaming devices from over 30 million households, in an aggregated and de-identified manner, to provide deterministic and privacy-compliant attribution, while our attribution partner Innovid collects household level client website visitation data in a privacy focused way. Blockgraph then provides a secure data match, by matching one household level ad exposure to one household level website visit.
How is multiscreen attribution different from last-click or MMM?
Multiscreen attribution is designed to connect ad exposure across TV environments to business outcomes like website traffic, giving advertisers a cross-platform view of response. By contrast, last-click measurement focuses on the final digital interaction before a conversion, and marketing mix modeling (MMM) typically looks at broader channel-level impact over time rather than tying campaign exposure to near-real-time outcomes.
How accurate is multiscreen attribution and what are its limitations?
Multiscreen attribution can be highly accurate when it uses deterministic matching. As an MVPD, Spectrum Reach’s addressable match rate is 95%, way above the industry benchmarks of 60% when matching a user through an IP address.
How long does an advertiser need to wait to see attribution data after launch?
When Blockgraph has received 7 days of concurrent web visitation data and ad impression data, reporting will be available. Your Spectrum Reach representative will provide reporting to you based on your preferred cadence, we recommend quarterly.
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