1 How TV Drives Website Visits Cross-Channel Web Attribution + Brand Awareness for a Major Financial Services ProviderThe Challenge As a challenger to traditional banks, this financial services provider is normally outspent by its competitors 3:1 on TV. With this much noise in the space, the brand wanted to evaluate the effectiveness of its TV and online marketing in driving visits to its website. Brand Share of Voice: 7.2% Estimated Ad Spend: $7.6M Competitor 1 Share of Voice: 20.7% Estimated Ad Spend: $22M Competitor 2 Share of Voice: 22.6% Estimated Ad Spend: $24M Competitor 3 Share of Voice: 22.9% Estimated Ad Spend: $24.4M Competitor 4 Share of Voice: 26.6% Estimated Ad Spend: $28.3M Share of VoiceThe brand advertised most on ESPN, ABC, History, CBS, and NBC. To

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