Experts Believe the Latest Offering Will Help Marketers Enhance Media Effectiveness Across Broadcast and Related Channels
Claritas, a leader in data-driven marketing known for its proprietary identity graph that boosts ROI for marketers, has unveiled a groundbreaking AI Broadcast Attribution solution. This new release builds on Claritas’ existing broadcast attribution framework by integrating AI to deliver more precise insights and optimize the impact of broadcast campaigns. The solution also supports data-driven adjustments for future campaigns and integrates broadcast strategies with digital efforts, providing a comprehensive view of marketing performance. Claritas’ 1,300 clients, including prominent brands like Kroger, Progressive, and MLB, will be the first to access this new tool.
“Accurate broadcast measurement, advanced real-time analytics, and consistent cross-platform insights have long been needed, and only Claritas can offer this level of detail,” said Mike Nazzaro, Chief Executive Officer of Claritas. “Going forward, marketers can rely on their broadcast strategies and investments to yield the highest ROI.”
Claritas’ AI broadcast solution addresses crucial needs by offering a robust system for measuring the effects of broadcast advertising and integrating these insights within a broader media mix. The company believes this innovation will transform media planning and audience targeting by removing previous assumptions.
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In response to changing privacy regulations, the new solution ensures accuracy by effectively managing masked consumer identifiers. This enables marketers to gain in-depth audience insights, allowing for a precise understanding of engaged and converting audiences and the ability to target similar groups.
The latest version of the AI Broadcast Attribution solution (V4) advances beyond its predecessor by measuring not just the incremental impact of broadcast ads (V3) but also the total conversions potentially influenced by the campaign. This provides a more detailed understanding of broadcast advertising’s true effects.
Moreover, V4 incorporates a lookback window akin to digital channels, ensuring consistent measurement across platforms. Future updates will include cross-media multitouch attribution, offering insights into the combined effects of broadcast and other media channels. This will provide marketers with a more detailed and accurate assessment of broadcast advertising’s effectiveness, aligned with modern digital attribution methods.
The AI used to bridge the broadcast and digital gap was developed with input from Claritas’ top clients and overseen by Chief AI Officer Rex Briggs and his team. Claritas employs advanced AI to predict conversions, distinguish real broadcast influence from background noise, and minimize false positives, ensuring accurate broadcast attribution supported by strong metrics.
“Our broadcast attribution capabilities allow marketers to precisely assess the impact of various broadcast media tactics, including satellite radio and television, on sales or conversions,” said Rex Briggs. “As the industry’s sole solution offering this unmatched level of insight across multiple channels, we strive to lead advancements in marketing attribution, enabling businesses to refine their strategies with exceptional accuracy and effectiveness.”
The solution provides a thorough approach to evaluating campaigns, covering satellite, radio, and TV exposure across various platforms such as over-the-air, streaming, and app-based channels. This approach ensures a unified view of campaign effectiveness, facilitating integration and holistic analysis. With rigorous modeling techniques, Claritas delivers both aggregated and precise insights, instilling confidence in results despite variations in data granularity. Marketers can utilize detailed reporting, including last touch, multi-touch, same platform, cross-platform, and real-time reporting, to make informed decisions on key performance indicators like sales.
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