3 TV Attribution Should Be Driving Your 03 Upfront Strategy 04 05 Odds are that in this year’s Upfronts you (and / or your agency) will need to carry the load of tying together how impressions translate to conversions. 06 07 Strategic Tips for Comprehensive Attribution 08 • Define signals that drive your business: location data that tracks foot traffic, app login, check-ins, 09 store locator, website visits, online purchases, etc. • Map TV exposure to the business outcomes that matter to your brand. 10 • Make sure your TV dataset is multi-sourced and large enough to be unbiased and representative. 11 That means it must incorporate geography, demographics, and viewership behavior. 12 • Be relentless in looking for end-to-end measurement. Modern marketers know how to measure through from the ad exposure to business successes across linear, over-the-top (OTT), and digital. 13 Don’t settle for anything else. 14