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At Tatari, we measure TV performance by both immediate lift and delayed response to your campaign. Immediate lift (or direct response) occurs when a customer visits your website or app within a short time window after an ad airs and delayed response accounts for additional visitors after the initial time window up to 30 days later. These together give you a total response.
We pride ourselves on next-day measurement of TV performance so instead of waiting 30 days to report results, we use DragFactor to calculate the total response, which is a multiplier between total response and immediate lift. The premise is that the total response will be proportional to the immediate response.
Total Response = Immediate Lift x DragFactor
If your TV campaign starts on or after March 15, 2021, you will initially start with a category DragFactor, which is calculated using data from other comparable companies in your industry. Note if we don’t have sufficient data to create a category DragFactor, you will start with a default 2.2, which is conservative.
If your TV campaign starts before March 15th, you’ll start with a default 2.2 DragFactor.
Once you accrue enough data, we’ll assess whether we can provide you with a more precise, custom DragFactor.
Calculating your custom DragFactor
Your custom DragFactor is calculated deterministically through IP matching to identify the proportion of incremental TV traffic response to your ads.
With IP-level data from smart TVs (on linear) and publishers (on streaming), we can see if and when a user’s IP address visits your site using Tatari Tag Manager (pixel) and/or your app integration data. This allows us to see how many IPs respond within the first few minutes (immediate lift) and how many total responded within 30 days (total response).
For total response, we make sure to subtract out a control group to ensure that we aren’t claiming people that would have come to your site anyway. Then, it’s a straightforward calculation:
In order to get enough data for a custom DragFactor, it usually takes 4 months of airings and $1M of spend on linear, and 6 weeks and $250K spend on streaming. However, it does vary from client to client depending on the response rate and visitor level.
We encourage you to discuss a custom DragFactor with your Client Services Manager once your TV campaign has enough data to establish statistical significance.
Watch our short video to learn more.