Viimeisimmässä blogipostauksessani mainitsin, että Suomessa yli 50% TV-mainoksista sisältävät URL:n, eli näkyvän Internet-sivun osoitteen. Monet tutkimukset paljastavat, että TV-mainonta lisää suoraan myös aktiivisuutta mainostajan sivustolla, vaikka jotkut mainostajista käyttävätkin TV-mainontaa lähinnä yrityksen brändikuvan ja tunnettuuden nostoon. Jatka lukemista, jos olet kiinnostunut aiheen taktisemmasta käsittelystä. Jos haluat tarjouksen tai lisätietoja TV- ja Online- mainonnan mittaamisesta, älä hätiköi lähettää minulle sähköpostia.
In my last blog post, I wrote that more than 50 % of TV ads in Finland include an URL. Several studies reveal that there’s clear direct response from TV to Web, although some advertisers are using TV as lifting brand image and awareness. For the tactic purpose, keep on reading about measuring methodologies we can use. If you want an offer or more details about measuring TV and Online together, please send me an email.
Recording reactions to marketing with real time analytics
Recording real time screen in Web Analytics system is probably the easiest way to prove the direct response of TV advertising. In this case you need to know the schedule of TV spots beforehand. Then you need to start recording couple of minutes before the TV spots and continue recording afterwards. This way you can really see the impact in recorded video. But without calculations, you just know that there’s a direct response.
Unique URLs for better quality tracking
This method in certainly my favorite one. With a unique URL or domain in TV ad, you are not just able to save the source of traffic to your Web Analytics system, you are able to collect cookies and create complex audiences for remarketing. When using this method, the URL or domain shown in TV ad isn’t real. It means that the address will be redirected and measuring tags will be added at the same time. This way you can see the impact in Web Analytics system, including sessions, bo
unce rate, conversions etc.
Automatic TV ad recognition
There are systems which are able to recognize TV ads from the broadcast. Because of the automation, this method will give you results very quickly, almost in real time. Depending on what kind of TV performance data you can combine, this is a tool for optimizing your TV advertising. Synchronizing online advertising with your TV appearance is another very good point for this kind of automated systems.
Combining TV and Web data for deeper analysis
This method is definitely not the easiest one but it sure can be the most rewarding. Unfortunately this is not a real time method as we are collecting TV and Web data for some time to make an analysis. But instead of fast and automatic reporting, this kind of model can be very flexible and give answers for many questions.
From the Web Analytics system we can use dependent variables like sessions, conversions or basically any other metric we want to measure in relation to TV advertising. From the TV advertising systems we can get TV spot data and we are able to enrich it.
After combining the TV and web data, we are able to create a linear regression model, which reveals how much of the metric’s variance is explained by the TV spot data. The model also indicates how much each independent variable affects the web metric. The regression model can be used in predicting responses. For instance, we are able to forecast how many additional conversions we are likely to get if we roll out a TV advertisement with the reach of 10 % in a target group at a certain time.
Although this method is not real time, we are able to automate the analysis process to make it fast enough. And because TV advertising is usually bought in time, this is very good method for optimizing the TV advertising. Pretty cool, or what do you think? Send us an email to firstname.lastname@example.org if you want to have more details about measuring TV to web direct response.