TV and Radio

Giving all of the credit to a single channel provides marketers an incomplete picture and an inability to scale media with a consistent ROAS; yet that’s what marketers have been doing for years.  The C3 Metrics platform outputs tactical optimizations for managing Television and Radio as part of a multi-channel campaign.  This article will provide an overview of the methodology utilized.

In this article

• Decay Window
• Degree of Lift Determination
• Station Weighting
• Optimization

In direct response marketing, the ‘response’ of users (visiting a website) is expected within an allotted time frame or ‘decay window’. After receiving all spot details (date, time, DMA, creative, cost, etc.) the C3 platform reviews all previous times when offline advertising was not running to determine the expected number of users to determine the decay window.   The platform determines the number of unique users visiting the site during the decay window and that particular spot is added dynamically added to their path.

The platform determines the degree of lift during the decay window for each spot.

In the above example, during the decay window, there is a 50% lift in unique visitors.  This value is used as a downward adjustment within the C3 algorithm.

The platform groups together spots within the time-frame to integrate the Station Weighting attribution.