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How ThirdLove Proved the Power of TV Ad Measurement

  • LiveRamp
  • 2 min read

On August 6th, Christine Grammier, Head of Buy-Side TV at LiveRamp, was joined by Megan Seman, Sr. Growth Marketing Manager at ThirdLove, to discuss “Utilizing Measurement to Plan Successful TV Campaigns.”

During the conversation, Megan explained how ThirdLove’s high growth had led them to want to continue the momentum by diversifying their advertising strategy to build on digital and social foundations. 

To scale ThirdLove’s growth, the company decided to strategically expand its reach using television and needed to connect their TV ad buy to business objectives to prove ROI. They engaged LiveRamp TV’s Data Plus Math to measure whether their TV investment was truly driving incremental site traffic and sales. 

By tying television ad exposure with actions their viewers took, Data Plus Math revealed a 60% lift in search conversion rates as a result of TV advertising. ThirdLove also saw a 65.6% uptick in likeliness to take its Fit Finder quiz, a step-by-step assessment to help online shoppers determine the correct bra size.

These impressive metrics helped ThirdLove prove the ROI of their TV ad spend and provided the brand with new data to understand their audience better and informed them where they could drive the most business impact. 

Here are some key takeaways from the webinar:

  • TV can be undervalued when using burst methodology or spike modeling—especially premium programming
  • Measurement can help bridge challenging gaps across digital and TV teams 
  • The Data Plus Math dashboard can help provide insights for optimizations and values of programs, networks, and platforms not previously considered
  • Data Plus Math can help you understand how to prove and drive incrementality when other channels are saturated

To learn more about how ThirdLove worked with LiveRamp’s Data Plus Math team to impact their TV strategy and measure business outcomes that proved the value of TV ad spend, watch the webinar replay, and read the case study. 

If you’re interested in learning more about how LiveRamp can help optimize your TV buying and measurement strategies, reach out to us at info@liveramp.com