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Response Magazine - Media Zone: Attribution Models Help Marketers Find the ‘King’
In direct response television — where response is still king — TV attribution has become a focal point for both marketers and agencies. Now, in addition to the traditional, “Call now!” prompt, marketers and advertisers also rely heavily on drive-to-Web, retail, and app installation as the response mechanism — sometimes moving away from the 1-800 number prompt altogether.
While most in the industry have been aware of the halo effect that television provides to other distribution channels and its ability to impact consumer behavior beyond ordering via the traditional 1-800 number is undeniable, being able to truly measure what that looks like is often a source of confusion.
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