Optimizing TV-Driven Web and App response CASE STUDY: DELIVERY HERO & TVSQUAREDSolution Delivery Hero employs a sophisticated, aggressive, TV-led marketing strategy that spans continents. It uses TV as a hybrid performance-marketing channel – one that drives both brand awareness and immediate, digital response. Since the majority of viewers watch with second-screen devices in-hand or nearby, TV has evolved into a primary driver of online response for the brand, including search, website visits and app activity. In order to gauge TV performance, Delivery Hero relied on top-level numbers, baseline deviations and user polls during check out. While it showed TV was effective, this method did not provide a granular look into TV performance. The marketing team wanted to get a real time

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