In this article…
Digital advertising experienced a transformative shift in 2023, with retail media networks emerging as a focal point for advertisers seeking precision and efficacy. These networks defined how brands connect with consumers, utilizing the unique environment of digital storefronts to deliver targeted and personalized advertisements. Below, we’ll discuss the diverse landscape of retail media networks, examples of these platforms, and how Experian is at the forefront of empowering advertisers within this evolving marketing ecosystem.
What are retail media networks?
A retail media network (RMN) is an advertising platform retailers use in their digital storefronts or online platforms. It lets brands and advertisers promote their products or services directly within the retail environment where consumers make purchasing decisions. Unlike traditional advertising channels, RMNs use the retailer’s first-party data to offer targeted and personalized advertising experiences.
How important is it to advertise with RMNs?
RMNs offer advertisers a unique advantage — a rich set of first-party data on consumers, both on and off the platform. On-platform data includes user engagement insights, demographic information, and behavioral patterns. RMNs offer off-platform first-party data, such as cross-channel integration and CRM data integration. This data is especially important as the industry sees a shift away from the reliance on third-party cookies.
One of the key challenges brands face is the lack of tracking abilities through the customer journey. However, the closed-loop measurement and attribution capabilities within RMNs help advertisers track the entire consumer journey, linking campaign spend directly to final sales and in-store purchases. The precision and accountability offered by RMNs make them a crucial strategy in the ever-evolving world of digital advertising.
Trends with big RMNs
Here is a list of retail media networks and their performance in 2023. The information below offers insights into their reach and effectiveness in driving sales and brand visibility.
Amazon
According to Pacvue’s Q4 guide, Amazon Media Network experienced a year-over-year decline in its daily spend. However, a notable quarterly increase of 3.2% suggests a recent expansion in this ad type. The current average CPC for Amazon-sponsored products is $1.21, marking a substantial 7.1% year-over-year increase. Return on ad spend (ROAS) showed a 1.5% year-over-year decrease but increased by 6.1% quarter-over-quarter, potentially caused by more efficient campaigns. The beauty category showed a particularly strong performance with a remarkable 69.4% year-over-year increase.
Walmart
Walmart’s advertising revenues are surging at a rate twice that of Amazon, according to the Pacvue Q4 report. This quarter, the Walmart Media Network experienced a substantial 40% boost in ROAS, now at $6.93. This advancement can be attributed to strategic adjustments in the algorithm and bid rules and the incorporation of new bid features. Walmart’s CPC also witnessed a noteworthy 18.3% year-over-year decrease and a 14.5% year-over-year surge in average ad spend. Walmart’s growth trajectory emphasizes the shift in consumer behavior toward product discovery, as many consumers research products on the website before purchasing.
Kroger
Kroger developed an advanced retail media network that launched in October 2023. Their platform offers advertisers a more streamlined way to activate, measure, and optimize their campaigns, leading to improved advertising performance. The self-serve advertising platform lets advertisers promote products across the Kroger family of brands. Kroger is the biggest grocery chain in the country with a strong first-party shopper data set, providing more advanced audience targeting than many other grocery RMNs.
Target
Target launched its retail media network, Roundel, in 2016 to enhance the connection between brands and guests through curated media experiences. Roundel uses Target’s rich insights to create personalized advertising campaigns, reaching guests across several platforms and premium publishers. Over the past two years, Roundel has experienced over 60% growth, delivering over one billion in value for Target in 2021 and 2022. With a team of over 500 members, the platform differentiates itself by offering easy-to-use advertising solutions to brands of all sizes. Target plans to launch Roundel Media Studio, a self-service buying tool, in early 2024.
Marriott
In partnership with Yahoo, Marriott has created a travel media network that lets advertisers target consumers based on the hotel chain’s guest data. This collaboration allows ads to be strategically placed on various platforms, including the hotel’s websites. Marriott Media Network’s rollout will start on mobile platforms similar to traditional RMNs. Over time, it will extend to include ad placements on TV screens in guest rooms, Wi-Fi portals, and various digital screens in other areas, like lobbies and bars. This innovative approach in the hotel industry offers marketers diverse opportunities to reach their target audience.
Nordstrom
Nordstrom Media Network has shown considerable success, generating over $40 million in revenue and collaborating with several brand partners. Introduced in 2019, this network initially experimented with off-site campaigns and later expanded to on-site sponsored ads in 2021. Nordstrom Media Network offers data from 32 million customers and digital properties with nearly two billion annual visits. The network’s focus on personalizing the customer experience helps it stand out in the competitive retail media space and makes it a valuable player in the evolving digital advertising landscape.
CVS
With CVS Media Exchange, advertisers have access to a data set of 74+ million customers. This platform creates tailored campaigns for companies, helping their ads reach customers at the most critical points in their shopping journey. With options like display, video, audio, social, and in-store ad options, advertisers are seeing increases in product purchases and brand awareness.
Instacart
Instacart has a retail media network through its own platform and a tool called Carrot Ads, which helps grocery store chains develop RMNs through Instacart. It has a network of over 1,400 retail brands, helping advertisers reach their target audience. Advertisers have access to insights and automation to create relevant ads and track their progress.
Companies like Sprouts are using Carrot Ads to create and grow their own RMNs. Together, Instacart and Sprouts offer brands a unique opportunity by facilitating targeted online campaigns on Sprouts’ website. This collaboration provides access to metrics like sales and ROAS, offering a comprehensive view of campaign performance.
DoorDash
DoorDash offers a comprehensive suite of advertising tools for restaurants and brands to expand their reach on the DoorDash marketplace. This flexible advertising platform extends across diverse categories, like restaurants, grocery, convenience, alcohol, and more. The platform has demonstrated success with an average return on ad spend of 4.1x from sponsored product campaigns and an average of 70% new-to-brand customers.
Reasons behind these trends
The surge in advertising trends within RMNs can be attributed to several critical factors, including the following:
Rising retail media competition
The competitive landscape within the retail world has intensified, with major players competing for a larger share of the advertising pie within their respective RMNs. This surge in competition among retailers like Lowe’s One Roof, Sprouts, 84.51, and Albertson’s Media Collective has led to a continual evolution of features and capabilities. Advertisers benefit from this competitive spirit because it drives innovation and offers enhanced tools and opportunities to refine their advertising strategies. The competitive edge creates an environment where RMNs continually improve and adapt to meet the needs of both advertisers and consumers.
Third-party cookie deprecation
Major web browsers are getting rid of third-party cookies, so advertisers must reevaluate their targeting and tracking strategies. Because of this, the first-party stronghold of RMNs is particularly valuable. Advertisers can rely on their reservoir of first-party data with RMNs to maintain effective audience targeting and measurement capabilities. The emphasis on first-party data aligns with advertisers’ needs in the post-cookie era, making RMNs crucial partners in the pursuit of effective and privacy-conscious advertising solutions.
Crafting your RMN ad strategy
Crafting an effective RMN ad strategy is a multifaceted process that involves careful planning. You start with clean, scaled, and scoped data, then everything waterfalls from there. When done correctly, you reach the right audience, your ROAS/ROI results improve, your marketing spend is more effective, and your advertisers want to spend more with your RMN. Here are steps to consider when developing your RMN ad strategy.
Choose the best RMN partner for your needs
Selecting the right partner is a critical first step. Ensure your partner seamlessly integrates with your existing MarTech stack, avoiding any additional workload for your existing team. A symbiotic relationship with your RMN partner enhances collaboration and streamlines your advertising initiatives.
Experian’s comprehensive data and identity solutions can help RMNs maximize their opportunity, withour new solutiontailored to enhance RMNs’ strength in first-party shopper data. Experian’s solution helps RMNs unlock expanded customer insights, enriched audiences for activation, identity resolution for cross-channel audience targeting, and real-time measurement and attribution. This comprehensive solution is designed to help RMNs capture more advertising revenue. Our goal is to ensure you capture the most advertising dollars and make your RMN operate at its peak performance.
Utilize third-party data
One of the cornerstones of an effective RMN strategy is the integration of third-party data. This is where Experian steps in as a critical ally. Experian’s robust third-party data solutions can enhance an RMN’s first-party data to create more scale and scope for RMN audiences. This, in turn, will open up more opportunities for advertiser investment.
Utilize first-party data
The main advantage of RMNs is the access to first-party data. Advertisers can use this data to create personalized and targeted campaigns. By tailoring your messages based on consumer expectations, preferences, behaviors, and purchase history, you create a more engaging and relevant ad experience. This not only boosts the effectiveness of your campaigns but also fosters a deeper connection between your brand and the audience.
Promote relevant products
Personalized ads are crucial for capturing audience attention and driving conversions. With retail media platforms, advertisers can personalize their campaigns to individual shoppers. Promoting products that align with your audience’s specific needs and preferences increases the likelihood of conversions.
Consider the consumer journey
Strategic ad placement within the consumer journey is pivotal. Consider targeting consumers late in the decision-making process when they’re in a shopping mindset. Placing ads at this point in the customer journey increases the chance of converting prospects into customers. Understanding the customer journey within an RMN system allows for a more targeted and impactful advertising strategy.
Measure data and adapt
The final step in the process is continuous measurement and adaptation. Retail media platforms include powerful analytics tools that let advertisers track and analyze ad performance in real time. Use these insights to adapt your strategy. A data-driven approach ensures your campaign remains responsive to the changing marketing dynamics.
Elevate your advertising strategy with Experian
Transform your advertising strategy with Experian’s cutting-edge Consumer View solutions. These advanced tools excel in audience segmentation and easily integrate your first-party data with our comprehensive third-party insights. This ensures the seamless activation of your data across online and offline channels. Experian also has custom audiences and audiences that are available on-the-shelf of most major platforms. This and our onboarding capabilities make Experian the perfect partner for your RMN strategy.
Connect with a member of our team today to take the next step in elevating your advertising campaigns.
Latest posts
Media is changing and the sell-side is stepping boldly into the identity jungle—a dense and complex environment where privacy regulations, evolving signals, and advertiser expectations make every step an adventure. It’s not about survival; it’s about navigation. Experian’s identity solutions offer sell-side players like connected TV (CTV) publishers, supply-side platforms (SSPs), and open web publishers a roadmap to deliver rich consumer insights and build addressable audiences. Here’s how different stakeholders are navigating the landscape—and why having the right sherpa makes all the difference. CTV publishers: Turning anonymous viewers into addressable audiences The surge in CTV viewing, fueled by the shift from linear TV to digital streaming, has made it a critical channel for marketers—but navigating the identity jungle isn’t the same for every platform. For major players like Netflix, Hulu, and Max, where users log in to access content, the challenge isn’t identifying viewers but enriching their profiles. By layering behavioral and purchase data onto these profiles, platforms can go far beyond insights on media habits to create highly attractive audience segments for marketers to target. For free ad-supported streaming TV (FAST) platforms like Tubi, where logins aren’t required to watch content, the jungle is denser. These platforms have unknown viewers they can’t identify, which limits their ability to know who the customer is and reach them with relevant ads. By utilizing identity solutions, FAST platforms can turn unknown users into addressable audiences, resolving viewership at the household or individual level. This transformation allows for personalized, relevant ads that increase engagement, boost inventory value, and unlock new revenue opportunities. How Experian can help Imagine a CTV platform struggling with anonymous viewers on its FAST channels, where users tune in without logging in. Using Experian’s household-level data, the platform can convert these anonymous sessions into known, addressable audiences. This allows for personalized, precisely targeted ads that boost viewer engagement and significantly increase ad inventory value. For platforms with logged-in users, Experian takes it further by enriching profiles with behavioral and purchase data. This deeper understanding enables even more precise ad targeting, stronger advertiser demand, driving higher CPMs, and ultimately greater revenue growth. With Experian, CTV publishers turn anonymity into opportunity and build meaningful connections across their audience. SSPs: Delivering premium audiences across channels SSPs are under pressure to differentiate themselves in a competitive marketplace. The days of simply aggregating inventory are gone; today, SSPs must prove their worth by delivering premium value to advertisers and publishers. Addressability is a cornerstone of this strategy. By combining demographic and behavioral data with offline and digital identifiers, SSPs can build and deliver high-quality audiences across various channels. At the same time, supply path optimization (SPO) is taking center stage. SPO acts as a machete in the underbrush, clearing out unnecessary intermediaries and reducing costs while creating direct, transparent pathways to premium, brand-safe inventory. When paired with identity data, SSPs can offer buyers precisely targeted audiences, more premium inventory and a streamlined supply path. How Experian can help Imagine an SSP striving to stand out in a crowded market by delivering premium value to advertisers and publishers. Experian’s Digital Graph and Marketing Attributes empowers SSPs to enhance addressability and audience insights by combining digital identifiers with demographic and behavioral data. This enriched understanding of an audience leads to greater reach for the buy side and higher revenue for publishers. Additionally, these capabilities enable SSPs to form exclusive inventory partnerships, positioning them as go-to sources for high-value audiences. With Experian’s solutions, SSPs can differentiate themselves by delivering superior targeting, deeper audience understanding, and streamlined supply paths that drive measurable results for advertisers and publishers alike. Open web publishers: Promoting addressability and audience understanding For open web publishers, programmatic advertising has created opportunities—and challenges. Inventory commoditization makes it difficult to stand out and often leads to suppressed CPMs. To compete, publishers need data and identity solutions that enable them to differentiate their inventory and reveal the true value of their audience. Similar to FAST publishers, the jungle for open web publishers often starts with anonymous visitors. Recognizing and identifying all their users allows publishers to present advertisers with rich audience insights that lead to more efficiently targeted ads. Publishers are now equipped to fight commoditization and maximize revenue potential. How Experian can help Imagine an open web publisher striving to deliver more value to advertisers in a crowded programmatic landscape. Experian’s identity solutions help publishers turn anonymous traffic into addressable audiences, enabling them to understand their visitors and provide richer audience insights. This allows advertisers to target ads more effectively, increasing engagement and driving higher ad revenue. With the ability to recognize their visitors and offer actionable data, publishers can break free from commoditization. Experian empowers publishers to maximize their inventory’s value and help marketers drive results. Turning identity challenges into a strategic advantage The identity jungle can feel daunting, but for those willing to explore its opportunities, the rewards are immense. Sell-side players—CTV publishers, SSPs, and open web publishers—have the tools to not just navigate but thrive in this dense and dynamic ecosystem. By embracing data-driven strategies and identity solutions, they can uncover new paths to audience engagement, inventory value, and revenue growth. Get started today Read our companion article to learn how the buy-side is approaching data and identity challenges. Read now Contact us Latest posts
In a perfect world, we’d all have a single, go-to grocery store that carried everything on our shopping list – fresh produce, gourmet coffee beans, rare spices, and maybe even that special-grade olive oil, right alongside our wholesale bulk purchases at unbeatable prices. It would be convenient and efficient, and it’d save a lot of driving around town. The changing data marketplace: From one-stop shop to specialized selection For a long time, data buyers enjoyed something similar in their world: a small set of large-scale data marketplaces that offered a wide array of audiences, making it easy to load up on whatever you needed in one place. Not only are there fewer places to pick everything up, but new factors like privacy and signal deprecation are placing a spotlight on quality and addressability. Just as our dinner plans are growing more ambitious insofar as we want health, flavor, value, and convenience all in one place – so are our data strategies. Instead of a single steak-and-potatoes meal, today’s data marketplace operators might be cooking up a complex menu of campaigns. As a result, data buyers are beginning to shop around. Some still rely on large-scale marketplaces for familiar staples, but now they have reasons to explore other options. Some are turning to providers known for offering top-tier, transparently sourced segments. Others are focusing on specialty providers that excel in one area. A more selective approach to data buying In this environment, choosing where to “shop” for data is becoming more deliberate and selective. Data buyers aren’t just thinking about broad scale; they’re looking to prioritize quality, durability, data privacy, and differentiation. They need to place higher value on data marketplaces that can maintain audience addressability over time, despite signal loss. Sometimes, that means accepting a smaller assortment in exchange for tighter vetting and more reliable targeting. Other times it means mixing and matching – stopping by one marketplace for premium segments and another for cost-friendly, wide-reaching data sets. Either way, they can benefit from having more choices. Experian’s marketplace: A trusted source for high-quality data Experian’s vetted and curated blend of data partners and vertically-aligned audiences offers a trusted specialty store for data buyers. Experian’s marketplace, powered by identity graphs that include 126 million households, 250 million individuals, and 4 billion active digital IDs, enables partner audiences to be easily activated and maintain high addressability across display, mobile, and connected TV (CTV) channels. In particular, Experian’s marketplace provides: Enhanced addressability and match rates All audiences delivered from the marketplace benefit from our best-in-class offline and digital identity graphs, which ensure addressability across all channels like display, mobile, and CTV. Unlike other data marketplaces, Experian ensures all identifiers associated with an audience have been active and are targetable, improving the accuracy of audience planning. Audience diversity and scale Access a broad range of audiences across top verticals from our partner audiences, which can be combined with one another and with 2,400+ Experian Audiences. The ability to join audiences across data providers ensures that buyers can build the perfect audience for the campaign. Trusted compliance and oversight With decades of experience, Experian is a trusted expert in data compliance. Our rigorous data partner review ensures available audiences comply with all federal, state, and local consumer privacy regulations. The future of data marketplaces: Precision and flexibility matter The evolution of data marketplaces reflects the industry's shifting priorities. Data buyers seek specificity, reliability, and adaptability to align with their diverse campaign needs. The best data strategy, much like the best grocery run, isn’t about grabbing everything in one place – it’s about carefully selecting the right ingredients to create the perfect recipe for success. This shift underscores the importance of flexibility and precision as data buyers navigate a landscape shaped by privacy regulations, signal loss, and evolving consumer expectations. As data marketplaces adapt to meet these demands, they are redefining what it means to deliver value. Experian’s marketplace enables buyers to strike the perfect balance between reach and quality by offering enhanced match rates, precise audience planning, and seamless distribution. In this new era, data buyers have the tools and options to craft campaigns that are impactful and aligned with the increasingly selective and privacy-conscious digital landscape. The key is recognizing that today’s data strategy is about utilizing the strengths of many to create a cohesive and effective whole. If you're interested in learning more about Experian's marketplace or becoming an active buyer or seller in our marketplace, please contact us. Contact us Latest posts
Conventional TV advertising campaigns have historically relied on general audience metrics like impressions and ratings to measure outcomes. These metrics can help marketers understand how many people have seen an ad, but they don’t reveal its real-world impact, which leaves a gap between ad exposure and results. Outcome-based TV measurement bridges this gap and helps marketers tie ad spending directly to their business goals. Instead of counting eyeballs alone, TV measurement zeroes in on what viewers do after seeing an ad — whether signing up for a service, visiting your website, or purchasing a product. TV ad measurement helps marketers adjust campaigns based on clear, trackable outcomes rather than guesswork. Let’s talk about how marketers can get started with outcome-based TV measurement and start experiencing tangible results. Why outcome-based TV measurement matters Outcome-based measurement indicates a massive shift in how marketers evaluate TV advertising success. As a principal analyst at Forrester explained, the industry is about to “move into a whole different world" where multiple metrics are tailored to advertisers’ unique goals, such as sales, store traffic, or web engagement. This shift is driven by improved tools for tracking TV outcomes, which help justify spending and clarify ROI. With TV measurement, you can see how your campaigns impact aspects of your marketing like sales and engagement. Aligning TV ad spend with business goals Every business has distinct objectives. Outcome-based measurement ties your marketing efforts to business goals and enables smarter decisions, campaign optimization, and ROI improvements. Whether you're a B2C brand wanting immediate sales or a B2B organization looking to drive website traffic, this method provides the insights needed for strategic decision-making. Marketers can deliver the most value by adjusting TV ad spending to maximize desired results: Sales goals: Identify which ads and platforms directly influence purchases to ensure TV ad spend contributes to revenue growth. Customer engagement: Link actions like website visits or app downloads to TV campaigns and refine messaging to deepen audience connections. Desired outcomes: Align ad spend with goals like consumer awareness or repeat purchases to allocate resources effectively for measurable success. Reducing wasted spend on ineffective channels Outcome-based TV measurement allows you to pinpoint which networks, times, or programs drive the most engagement and conversion. When you know your underperforming channels, you can reallocate budgets to those with a higher ROI and avoid waste. Core metrics in outcome-based TV measurement The effective implementation of outcome-based measurement requires advanced TV advertising analytics and tracking metrics that shed light on TV ad performance. Incremental lift This metric measures the increase in desired actions and business results — like purchases or site visits — that can be attributed directly to a TV campaign. Incremental lift quantifies your campaign’s impact and separates organic activity from the results your ads have driven. Let’s say a meal kit service experiences a 20% lift in subscriptions within a single week of running TV ads compared to a week without ads. They’d want to be able to isolate the impact of their ad from their organic growth so they can determine if the growth is actually a result of the TV ads or another effort. Attribution and conversions Attribution links TV ad exposure to specific customer actions, such as newsletter sign-ups and product purchases. Conversion data helps marketers understand the whole customer journey to optimize messaging, targeting, and channel mix to improve conversion rates. A retailer that knows 50% of TV ad viewers visit its e-commerce site within 36 hours of exposure could use that information to adjust the timing of its retargeting and align with site visit spikes. Audience segmentation for targeted measurement Outcome-based measurement breaks down performance across target demographics and allows for granular audience segmentation so TV ads resonate with the right audiences. For example, if a luxury brand saw better TV ad performance with high-earning Millennials, they’d want to refine their campaign messaging based on this group’s habits and preferences. Customer journey tracking Knowing how viewers move from awareness to conversion is critical. Outcome-based TV measurement helps you track the customer journey by pinpointing touchpoints where engagement happens and tying these to your TV campaigns. If a fitness brand found that TV campaigns drive app downloads, it could combine app analytics and TV exposure data to find out when most of their conversions happen after ad exposure and create follow-up messaging for that window of time. Integrating these insights with other marketing channels allows you to fine-tune your messaging, channel mix, and audience targeting to drive better outcomes and deliver more personalized customer experiences. Lifetime value (LTV) Beyond immediate conversions, outcome-based TV ad measurement helps brands identify which TV campaigns attract high-value customers with long-term revenue potential. If a financial institution ran a TV ad campaign centered on its new credit card, for instance, it could use LTV to track new cardholders and determine whether ads occurring during financial news airtime produced customers with higher average annual spend compared to other segments. How outcome-based TV measurement works Outcome-based measurement is a data-driven process that involves collecting, analyzing, and applying insights to improve TV ad performance. 1. Collect data When someone sees your TV ad, they might take action, like downloading your app or buying something. Outcome-based TV measurement begins by tracking these actions and gathering data from various sources, such as: TV viewership CRM Digital engagement Purchase behavior Cross-platform interactions And more Data integration with digital platforms Combining TV data with insights from platforms like social media or website analytics creates a more unified view of campaign performance. This integration powers easier retargeting and better alignment between digital and TV advertising strategies. Some marketers enhance this integration further using artificial intelligence (AI) to streamline data coordination and ensure campaigns are optimized for effectiveness and ROI. 2. Connect the dots Next, marketers need to find out which actions were influenced by TV ads. It’s important to ask questions like these as you work to connect the dots: Did website traffic spike right after the ad aired? Did the ad viewers match the people who signed up for the service or made a purchase? You can link TV exposure to real-world behaviors with tools and identifiers like hashed emails, device IDs, surveys, and privacy-safe data-matching techniques. 3. Analyze the data Then, the data needs to be analyzed for patterns like these: Which TV ads or time slots drove the most engagement? Did certain customer groups respond better than others? Was there a noticeable lift in sales or signups after the ad campaign? This step can help you uncover what’s working and what’s not. Role of advanced analytics and machine learning The data analysis required in this process can be overwhelming, time-consuming, and risky without the right tools. Fortunately, advanced analytics and fast, effective artificial intelligence tools can process large amounts of data from digital platforms, TV viewership, and customer interactions in less time to reveal accurate, actionable insights and patterns. They can also predict which audiences, messages, and channels will be most profitable so campaigns can adapt in real time, whether by reallocating spend to higher-performing channels or refining audience targeting. 4. Turn insights into action Once you have your data-derived insights, you can tweak your campaign in a number of ways, whether you decide to: Adjust your ads: If one message works better than another, lean into it. Refine your targeting: Focus on the audience segments most likely to act. Optimize your spend: Invest in channels or times that deliver the best return. For example, if you see that ads during prime time lead to more purchases than morning slots, you can shift your budget accordingly. This type of knowledge can be used to continuously improve your campaigns. Each time you run a new ad, you measure again, building on past insights to make your outcome-based TV advertising even smarter. Applications of outcome-based TV measurement Outcome-based TV measurement has wide-ranging applications across industries. Here’s how it’s helping businesses link TV ad exposure to real-world actions and optimize campaigns for better results. E-commerce and retail: Retailers can track how TV ads influence purchases and use those insights to refine their assets and target specific customer groups. A clothing retailer may track how well a TV ad boosts online traffic and in-store purchases. For instance, if a seasonal sale commercial correlates with a spike in website visits or mobile app downloads, the brand can refine its ad placement to focus on the most responsive demographics. Automotive: Automakers use outcome-based TV measurement insights to determine how ads drive dealership visits, test drives, or inquiries. A car manufacturer could analyze whether TV spots featuring a new vehicle increase traffic to its dealership locator or car configuration tool online. Healthcare: Pharmaceutical companies could assess whether TV spots lead to increased prescription fills, or a health provider could test how ads promoting flu shots result in appointment bookings through its website or app. If any messages resonate more with families, the provider can create similar campaigns for the future. How Experian enhances outcome-based TV measurement Experian has recently partnered with EDO, an outcomes-based measurement provider, to offer more granular TV measurement across platforms. Our identity resolution and matching capabilities enhance EDO’s IdentitySpine™ solution with rich consumer data, including age, gender, and household income, all in a privacy-centric way. Integrating these demographic attributes is helping advertisers achieve more precise audience insights and connect their first-party data to actionable outcomes. As a result of this collaboration, brands, agencies, and networks can optimize their TV campaigns by identifying which ads drive the most decisive engagement among specific audience segments. We’re improving accuracy, targeting, and more so advertisers can maximize the performance of their CTV strategies. Get in touch with Experian’s TV experts If you’re ready to take your data-driven TV advertising strategies to the next level, connect with our team. We combine advanced data and identity solutions as well as strong industry collaborations to help brands optimize their TV campaigns. Whether you're navigating traditional or advanced TV formats, our expertise ensures your efforts deliver maximum impact. Connect with us today to drive engagement, connect with audiences, and achieve better ROI. Let’s transform the way you measure success on TV. Reach out to our TV experts Contact us Latest posts