Brands have long considered television as the leading strategy to reach consumers, however, quantifying the value and return on investment (ROI) of these campaigns has always been a struggle. Traditional TV ad measurement based on statistical audience data does not correlate a campaign’s influence on business outcomes, whether online or in store. LiveRamp’s Data Plus Math has revolutionised how advertisers in the U.S. are measuring their television ad campaigns, and we’re proud to extend that data-driven measurement for TV campaigns throughout the world with our partnership with Bouygues Telecom.
As the third largest telecommunications provider in France and Data Plus Math’s first European partnership on measurement for TV, Bouygues Telecom paves the way for optimising the potential of segmented advertising in Europe. Bouygues Telecom will onboard its deterministic audience data from its consented internet hardware “Bbox” customers onto Data Plus Math, LiveRamp’s secure data connectivity infrastructure. With LiveRamp’s industry-leading privacy-first data connectivity, along with Data Plus Math’s measurement and attribution, advertisers can now access insights and metrics on their video advertising campaigns. These metrics include cross-screen reach and frequency via Bouygues Telecom’s Bbox and B.TV application. Television advertisers will now be able to see a campaign’s impact in driving online and offline sales and align cross-screen strategies to tactics with proven results.
Telecom operators play a crucial role in ushering in the new era of digitisation for television. In France, 58% of households now watch television via the boxes of telecom operators like Bouygues Telecom versus traditional methods of TV reception from digital terrestrial television (DTT). As the trend towards telecom over DTT continues its upward trajectory, brands also continue to gain better insight into consumers and their viewing behaviours through deterministic audience data.
Looking to select a cross-screen measurement partner? Consult this checklist for the five things to consider. Then, read more on how direct-to-consumer brand ThirdLove was able to prove the value of their TV campaigns with LiveRamp’s Data Plus Math.