Attribution Uncovering opportunity in TV

Challenge:

While large enough to need a top-tier agency, Ancestry did not have enough funds to buy TV traditionally. They needed a more sophisticated way to Spot buy TV in the Canadian market.

Approach:

Worked with Annalect to develop the TV attribution model based on a 5 min pre-post spot window. Then managed weekly optimizations which enabled short term and long-term efficiencies.

Outcome:

Discovered buying “run of site” on the sports station that hosts Baseball was 24% more efficient than “spot buying” the specific game. Also discovered that certain creative, which ran months prior, was as effective if not more effective than new creative, saving Ancestry production dollars.