Calum Smeaton

Calum Smeaton is CEO of TVSquared.

Recent Posts

Attribution Challenge #4: Using a Static Baseline for Optimization

by Calum Smeaton on Nov 22, 2015 3:00:00 PM Digital Marketing, DRTV

In this series, we’ve discussed TV advertiser challenges around relying too much on ratings data, planning based on the lowest price, and waiting weeks or even months to analyze TV performance. Today, we’re going to dive a bit deeper and talk about “baselines.”

When I refer to baseline in this context, I mean the response activity that a company would have received regardless of advertising on TV. It’s essential to take the baseline into account otherwise TV will end up being unfairly credited with sales that came from elsewhere.

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Attribution Challenge #3: Waiting Weeks/Months to Analyze Performance

by Calum Smeaton on Oct 18, 2015 3:00:00 PM Digital Marketing, DRTV

If a financial services company experiences a major loss, do you think it waits a week or two to analyze its data to figure out why? If a manufacturer’s supply chain breaks down, does it hold off on looking at its data until the following month? Of course not! These companies are analyzing current data to figure out what’s going right, what went wrong, and how to adjust their businesses to be the most successful.

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Attribution Challenge #2: Planning Based on the Lowest Price

by Calum Smeaton on Sep 8, 2015 8:30:00 PM Digital Marketing, DRTV

Last month, I talked about relying too much on ratings data as part of the blog series, The 5 Biggest Challenges in TV Attribution. Now let's shift gears and focus on planning based on the lowest price.

For years, TV agencies have negotiated discounted rates and value-add for clients. You’d know these firms were doing a good job for your company by negotiating a reduced CPM (cost per mille). And while getting a discount is great, does it mean anything if the advertising is not achieving the desired objectives?

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Attribution Challenge #1: Relying Too Much on Ratings Data

by Calum Smeaton on Aug 6, 2015 3:00:00 PM Digital Marketing, DRTV

Last month, I discussed the top five TV attribution challenges faced by advertisers today. Future posts will address these challenges in more detail and offer advice for overcoming them.

When talking about the world of TV advertising, I often describe it as an industry just entering its renaissance—after decades of being stuck in the Dark Ages. While the industry has made great strides in the past few years due to new buying and planning strategies, more sophisticated analytical technologies and the changing nature of TV viewing itself, TV advertising still has a long way to go before fully reaching its “Age of Enlightenment.”
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The 5 Biggest Challenges in TV Attribution

by Calum Smeaton on Jul 6, 2015 9:30:00 PM Digital Marketing, DRTV

TV advertising is a money- and resource-intensive process and insight into campaign success or failure is often guesswork, based on outdated, inaccurate information. Compared to digital marketing channels that are rich in valuable data, measurement and in-flight optimization, TV advertising has been stuck in the Dark Ages.

Following are the top five biggest attribution challenges for advertisers today.

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