TV Talks: can attribution prove TV’s effectiveness? Channel 4 thinks so
Channel 4’s Ewan Douglas and Ronny Golan from ViewersLogic sit down with Hannah Bowler on this week's TV Talks. The pair talk attribution models and the need to prove TV's effectiveness as budgets get squeezed.
This episode, we explore Channel 4's new attribution platform
As part of The Drum’s ramped-up TV coverage, media editor John McCarthy and TV reporter Hannah Bowler teamed up to launch a podcast series that takes a closer look at developments in the TV advertising space. Across the upcoming 10 episodes, we dig deeper into Netflix and Disney’s ad plans, the CTV measurement debate, and branded entertainment and product placement – as well as ask our favorite media buyers what they’re buying.
Last month, Channel 4 tied with measurement firm ViewersLogic to develop a cross-media attribution platform after finding weaknesses in existing models on the market. We dig deeper.
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“I respect other attribution models that have been in the market, and lots of people are using them, but we felt that something more could be done here. We felt there wasn’t a full picture,” Douglas says in the podcast.
In the last episode, John McCarthy caught up with Sky's marketing director, Sunny Bhurji, marketing director to chat all things Sky Glass. And if you absolutely love the pod, our whole archive is available here.