Tying TV to Business Outcomes Proves to Be a High Priority Across Europe, with Advertisers Tracking an Average of Five KPIs
EDINBURGH – Feb. 20, 2020 – TVSquared,the global leader in TV attribution, today released the findings of its pan-European TV advertising performance analysis. Looking at data across 12 European countries, TVSquared uncovered the most commonly measured KPIs and the highest and lowest performing days, dayparts and creative lengths.
Many European brands, and an increasing number of U.S. companies, air multi-country campaigns across Europe. To identify TV performance trends for the continent, TVSquared analyzed response, cost and audience data from advertisers across verticals, including automotive, direct-to-consumer (DTC), travel and non-profit. The report ranks performance based on response and cost per response (CPR) rates.
Key report findings include:
“TVSquared’s global footprint enables us to provide a holistic view for advertisers, which is important for the many brands running multi-country campaigns,” said Mark Hudson, Head of Business Intelligence, TVSquared. “What’s interesting is the creative breakdown where you see that traditional forms, such as 30s, still have strong performance, but short-form ads are also proving to be response drivers. Serving up analytics is part of the process, but it’s only useful if you are making changes on the backend.”
TVSquared’s “European-Wide TV Ad Performance Insights” infographic is available for download.
TVSquared is the largest global enterprise platform for cross-screen, multi-touch attribution across all forms of linear and digital TV content. TVSquared’s always-on analytics platform empowers brands, agencies, networks and publishers to quantify TV’s impact, tie TV to business outcomes and optimize ad performance across TV everywhere. Thousands of advertisers in more than 70 countries work with TVSquared to measure TV across millions of households and billions of ad impressions. Learn more at www.tvsquared.com.