ABA Banking Journal
No Result
View All Result
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive
SUBSCRIBE
ABA Banking Journal
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive
No Result
View All Result
No Result
View All Result
ADVERTISEMENT
Home Retail and Marketing

How to Use TV Attention Data to Increase ROI

January 8, 2019
Reading Time: 3 mins read

The House Financial Services Committee today approved two bills as part of a legislative package intended to reauthorize the National Flood Insurance Program.

By Tristan Webster

Despite the tremendous growth of digital marketing over the past decade, television remains a medium of choice for many advertisers—including financial services.

With its wide-reaching audiences, television gives banks a tremendous opportunity to reach potential customers and drive upper-funnel metrics. According to a recent Magna Global report, financial services brands still spend 25 percent of their budgets on television.

But for all that television brings to the table, consumer banking brands have historically lacked crucial data on whether their TV advertising is really making an impression on viewers. Sure, they have a rough estimate of how many people “tuned in” to a show they advertised on—as well as a broad demographic outline of that audience. But how accurate is this data? When it comes to insight into how a given audience responded—or even whether they actually saw the ad at all—TV has lagged far behind digital channels.

Recently, some financial services brands have begun to close this gap by using attention data to better measure their TV advertising.

Attention data providers use a variety of methods, from simply tracking channel changes to using computer vision technology to passively measure whether opt-in panelists are in the room and looking at the screen when a given commercial or program is on TV. When broken down on a second-by-second basis, this data can provide a host of valuable insights into which ads, shows and creative elements are resonating with target audience.

With this information in hand, banks can enhance their creative messaging, find new, engaged audiences and more accurately assess the value of their sponsorships.

Finding highly engaged audiences.

One of the biggest benefits of eyes-on-screen data is that it allows brands to buy TV ads based on the likelihood that viewers will be looking at the screen when the commercial airs. After all, if you buy an ad during a popular TV show, but everyone is out of the room grabbing a snack when it airs, you won’t end up getting your message across.

With passively-collected attention data, bank brands can seek out the most engaged audiences and buy ads during those programs. When a show has a small, but highly engaged audience, brands can often find highly valuable TV ad space and make the most of their advertising dollars.

Applying attention data to creative decisions.

By understanding which ads—and even which parts of an ad—resonate with a given audience, bank brands are able to craft creative messaging that’s increasingly more effective.

For instance, eyes-on-screen data shows that in a recent Discover Card ad, attention spiked during a dramatic moment in which the ad’s protagonist realized that she had accidentally dialed an ex. Smartly, Discover introduced its branding just after this attention peak, taking advantage of the maximum level of eyes-on-screen. For future campaigns, the brand can use these insights to infuse its ads with a similar dramatic element of surprise.

Attention data tells brands when their sponsorships are really worth it.

Many financial services companies invest heavily in major sponsorships of big tentpole programming—sports leagues, big games, award shows and other live events.

For example, this past summer, Mastercard was a sponsor of the MLB All-Star weekend. According to attention data gleaned during the programming, viewers of the MLB All-Star Game and Home Run Derby paid 32 percent more attention to ads for the weekend’s official sponsors—which also included T-Mobile, Chevrolet and Lincoln—than to other brands that advertised during the events.

Crucial information leads to better results.                

For financial services brands advertising on television, TV attention data can provide the deep behavioral insights that advertisers have come to expect from digital marketing—and use them to drive top-of-funnel metrics. With these two components combined, financial services brands are making their media investments more efficient and effective.

Tristan Webster is VP of Client Solutions at TVision, a company that measures how people actually watch TV, providing advertisers, agencies and television networks with the second-by-second data required to understand the effectiveness of television advertising and programming.

ADVERTISEMENT
Tags: DemographicsROITV advertising
ShareTweetPin

Related Posts

Is deepfake technology shifting the gold standard of authentication?

Will fraud prevention ever be autonomous?

Technology
June 17, 2025

Anti-fraud systems are learning to anticipate fraud rather than merely react to it. Better anticipatory abilities inch systems closer to full automation.

Podcast: Old National’s Jim Ryan on the things that really matter

Podcast: Old National’s Jim Ryan on the things that really matter

ABA Banking Journal Podcast
June 12, 2025

Jim Ryan has led Old National Bank to 250% asset growth. On the podcast, the ABA American Bankers Council chair discusses the bank's growing profile and footprint, his views on deposit insurance reform and the experience of leading...

Bank community engagement: Yes, you can help bank veterans

Bank community engagement: Yes, you can help bank veterans

Retail and Marketing
June 9, 2025

AMBA partners with the ABA Foundation to recruit banks to provide our nation’s veterans access to safe, reliable and flexible financial products and services.

FHFA finalizes strategic plan for 2022-2026

Marketing Money Podcast: Why leadership matters more than likes

Retail and Marketing
June 6, 2025

For bank marketers, the value of being strategic is great.

Looking for trouble?

Podcast: What bankers need to know about ‘First Amendment audits’

ABA Banking Journal Podcast
June 5, 2025

"First Amendment auditors" have long tried to provoke public officials into stopping them from recording in public settings. Now, some auditors are targeting banks.

ABA: Proposed quality control rule for AVMs would overburden banks

Bank survey: Uncertainty weighing on prospective homebuyers

Community Banking
June 4, 2025

Roughly 60% of current homeowners and prospective homebuyers are uncertain whether now is a good time to buy a home, up from 48% two years ago, according to a recent survey by Bank of America.

NEWSBYTES

Treasury official outlines principles for Bank Secrecy Act modernization

June 18, 2025

Report: Bank merger activity continues at steady pace

June 18, 2025

CFPB proposes ending using civil penalty funds for consumer education, financial literacy

June 18, 2025

SPONSORED CONTENT

AI Compliance and Regulation: What Financial Institutions Need to Know

Unlocking Deposit Growth: How Financial Institutions Can Activate Data for Precision Cross-Sell

June 1, 2025
Choosing the Right Account Opening Platform: 10 Key Considerations for Long-Term Success

Choosing the Right Account Opening Platform: 10 Key Considerations for Long-Term Success

April 25, 2025
Outsourcing: Getting to Go/No-Go

Outsourcing: Getting to Go/No-Go

April 5, 2025
Six Payments Trends Driving the Future of Transactions

Six Payments Trends Driving the Future of Transactions

March 15, 2025

PODCASTS

Podcast: Staying close to clients amid tariff-driven volatility

June 18, 2025

Podcast: Old National’s Jim Ryan on the things that really matter

June 12, 2025

Podcast: What bankers need to know about ‘First Amendment audits’

June 5, 2025
ADVERTISEMENT

American Bankers Association
1333 New Hampshire Ave NW
Washington, DC 20036
1-800-BANKERS (800-226-5377)
www.aba.com
About ABA
Privacy Policy
Contact ABA

ABA Banking Journal
About ABA Banking Journal
Media Kit
Advertising
Subscribe

© 2025 American Bankers Association. All rights reserved.

No Result
View All Result
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive

© 2025 American Bankers Association. All rights reserved.