Making TV Advertising accountable – TV Analytics

Coming from the online marketing world I am used to people measuring “jedes i-Tüpfelchen” (I love this German word, the rough translation would probably be measuring the dot on every i). You constantly come up with different variants and test, which works best, down to the conversion level. In the TV world, everything is a bit different… actually, a lot different. Traditionally, you would optimize your TV spendings based on reaching your target audience with a given budget (check out gross rating point on Wikipedia). Obviously, there was also direct response TV (“buy this steak knife set and and you’ll get these amazing gazillion things for free on top”), using call logs to measure performance.

Enter the iPhone. Smartphones are now part of our lives, in fact I bet when you read this, your phone is less than 1 meter away from you. So many people are using their phone in parallel to watching TV, resulting in more and more people actually visiting the advertised URLs immediately after the airing. Now that’s quite cool because you can measure this effect. And suddenly a whole new world opens up where you can understand which creative, which time of day, which weekday or which TV network works best in engaging TV viewers with your website.

TV Analytics is about identifying those best performing ad slots and then optimizing your TV campaign budget. And we are not talking about maybe getting 10-20% more out of your campaign, we are talking about multiple hundred percent. Here’s the result of a client we recently worked with:

Source: wywy

There is obviously more to consider than just looking at the impact of your website but adding engagement to your TV campaign success metrics won’t hurt.