How to drive your TV investments’ performance Discover how TV attribution can boost your business
The TV attribution platform for measuring the impact of TV & Radio advertising +450 +2 000 EMEA clients campaigns Coverage analysed
Who are using TV Analytics? Few examples…
What do you need to do? Create a unique currency for media measurement & optimisation
How TV campaigns are often run? 01 02 Using GRP data to Lack of spot purchase TV spots detection 03 04 Lack of attribution Lack of profiling on your web traffic analysis of the TV or brand recall. campaign engaged audience
The issue : the lack of data visibility in TV No KPIs Is Many KPIs Is Dig igita tal VS VS tele levis ision ion Data on targeted audience and investment Measurable digital Investment but no data on engaged performance with data on performance
StudieshaveshownthatTVads have multiple impacts x2 +90% A brand recall impact twice as strong as of brand see an impact on the one from digital ads** their digital investment * BRANDING PERFORMANCE *Admo.tv study on 810 000 ads between 2017 & 2018 / ** Study Bain Insights for Forbes, “ To Keep A Consumer Brand Top Of Mind, Consider Old-School Advertising ”, Feb 2017 /
With TV analytics we can now 01 02 03 Measure Detect Attribute the increased visits in real time the the conversions generated by your TV airtime of your TV and generated spots on your website Radio spot by your TV spots and app 04 05 Analyse Amplify the engaged audience your conversions by due to your TV spots synchronising your SEM & (socio-demo, geos...) retargeting
BACK Our ad detection technology We develop an algorithm that creates live recognition of audio & video fingerprints. Real Time Competitors Context Analyse Amplify Detect Measure Attribute 01 02 03 04 05
BACK Why measure visits brought by TV ? Discover how TV impacts your online performance & how you can improve it What impact does TV advertisement have on your online performance? 6 0 How many visits per: • Channel How to optimise your media Days • 4 0 planning according to your • Day parts V I S I T S goals? Spot versions • 2 0 0 T I M E Analyse Amplify Measure Detect Attribute 01 02 03 04 05
BACK How to measure TV visits ? 01 Tag your website 6 0 02 Study of the evolution of your traffic in r real eal time, second by second 4 0 V I S I T S 2 0 0 T I M E Analyse Amplify Measure Detect Attribute 01 02 04 05 03
BACK How to measure TV visits ? 01 Tag your website 6 0 02 Study of the evolution of your traffic in r real eal time, second by second 4 0 03 Extra V I S I T S trapo pola lati tion on of your r website’s organic traffic in real time 2 0 0 T I M E Analyse Amplify Measure Detect Attribute 01 02 04 05 03
How to measure TV visits ? 01 Tag your website 6 0 02 Study of the evolution of your traffic in r real eal time, second by second 4 0 03 Extra V I S I T S trapo pola lati tion on of your r website’s organic traffic in real time 2 0 04 Quant antify the incremental visits between the baseline and actual traffic 0 T I M E Analyse Amplify Measure Detect Attribute 01 02 04 05 03
BACK What can you do thanks to TV attribution ? Follow conversions brought by TV and leverage this audience in your digital actions. What impact does TV advertisement have on your online sales ? demo request? subscriptions ? Where has your TV ad generated the most 6 0 How many conversions per channel, days, day parts and spot engagement from your versions? At what cost? target? 4 0 V I S I T S 2 0 0 T I M E Analyse Amplify Measure Detect Attribute 01 02 03 04 05
How to identify your TV visitors ? 64 TV VISITS 6 0 • User-centric attribution of the TV impact • Probabilistic approach with high accuracy 4 0 Identification of TV visitors based on more than • V I S I T S • device 40+ criteria • browser • Average margin of error of less than 5% • response time 2 0 • rebound • … 0 T I M E Analyse Amplify Measure Detect Attribute 01 02 03 04 05
BACK Discover who are your TV engaged visitors Is your panel of TV-engaged visitors similar to your purchased GRP or your online target? Women : 23% Men : 77% #1 Shopping & Fashion 6 0 Export of the TV segment that is sent to #2 Travel #3 Technology your Facebook, Google Analytics or DMP 4 0 SEO : 73% Analysis of TV-engaged visitors according to V I S I T S SEA: 27% their socio-demographic profiles and interests. 2 0 Parents : 66% No children: 34% 0 T I M E Analyse Amplify Measure Detect Attribute 01 02 03 04 05
BACK Amplify your TV conversions Synchronise your SEM – Retarget your TV-engaged-audience Personalise Maximise Boost Protect Retarget your TV engaged- your brand and your landing your searches your TV audience to your ensure higher pages of your TV- generated by TV acquisition by advertising or better engaged- ads of your increasing bids during their rankings on audience to offer competitions. during your TV online journey. Google Ads. them a tailor ad airing. made experience. Analyse Amplify Measure Detect Attribute 01 04 05 02 03
BACK What’s next ? Analyse the global impact of your TV & VOD investments BRAN AND • STRAT ATEGICAL CAL WEBSIT ITE • RECOMM MMEN ENDA DATIONS S AP APP • Unification of video budget • Admo.tv developed the tracking for VOD • Cross tracking between VOD and Linear TV •
TV Main Figures Whatwelearnedafter: • 4 yearsof TV analyticsand • 2000 TV campaignstracked
TV Main Figures £ 37 33% GRP 10M £18 +250k Direct vs indirect Visits per spot TV visitors Cost per visit Ads tracked visits repartition (direct + indirect) (direct + indirect) (direct + indirect) £ Key Indicators Branding Indicators Global Data Scope: 60 non pure player advertisers, with a natural traffic inferior to 100 visitors/minute, having calculated the indirect effect of their campaign
TV KPI against other media Social Media Direct Email Paid Search Display £12 - £20 £12 - £20 £16 - £24 £32 - £40 TV KPI: Cost per direct visit (all type of advertisers): £20 Cost per direct visit and indirect visit: £8 CPM: £1.6
4 keys insights about the online impact of TV ads in the UK + 18% more Impact of Impact on Ad For Pure Players visits/spot on Sunday Sponsorship Positioning 15s ads is the best performing format + 20 to 40% for bricks & +30% more visits mortar’s advertisers vs the more visits VS average day of the week when the slot is For Brick & Mortars During Peak Time vs delivered immediately other day parts 20s ads is the best after the end of the TV program performing format Scope : 150 000 spots tracked between September 2018 and June 2019.
Case Studies : How TV Analytics can impact your campaigns? Au Automotive Client nt Telecom Clien ent Finance nce Client nt Worki rking with Worki rking with Worki rking with Admo.tv Ad o.tv since 2018 18 Ad Admo.tv o.tv since 2018 18 Ad Admo.tv o.tv since 2018 18 Objective: Measuring TV Objective: Maximising Objective: Improve return impact on website. online traffic and ROI. on Ad spend Results: 47% increase in Results: -60% decrease in Results: -63% decrease in traffic due to TV cost per vist cost per conversion 4 times more visits per -45% decrease in visit spots.
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