FreeWheel - Council For Video Europe

Digital attribution for online advertising is relatively well established as understanding marketing ROI has long been a key requirement for advertisers, to better understand which marketing channels drive the highest ROI. However, the current models measuring the weight of the different channels often omit the important role played by TV advertising in the sales process.

In its latest study, conducted in partnership with media consultancy company MTM, the FW Council for Premium Video, Europe underlines how TV attribution is increasingly becoming critical to measure the impact and weight attributed to TV on business outcomes. It also explores the opportunities and challenges associated with measuring ad effectiveness in a cross-screen world of content consumption and feature industry leader perspectives on the world of attribution.