The role of determination time in calculating ad effectiveness
Many software products have flooded the marketplace that claim to calculate the ROI on TV advertising. But how effective are they? Most look only at the short-term effect of TV advertising by measuring the spike in KPIs such as website visits and online sales within a short (one to two hours) time window of a TV spot airing. Unlike other elements of the marketing mix, such measurement models fail to take into account that the effect of a TV ad can persist for a long time. [Read More…]