is now part of

For the introduction of its i10 car model, Hyundai used wywy’s proprietary TV detection technology to track its TV commercial in real-time, creating a seamless media experience through wywy’s products LiveSync and SiteSync.

LiveSync: TV-synced online ads – recapturing the attention of the Second Screen viewers and entailing a strong uplift on the branding impact side by creating an additional Active GRP. On the direct impact side: Leading Second Screen users to the website and turbocharging website visits.

SiteSync: TV-synced homepage – cutting the bounce rate and boosting the conversions almost five-fold by showing the promoted product

Results:

The results of the campaign showed highly increased brand awareness as well as strongly uplifted viewer engagement:
wywy-Hyundai-multi-screen-study-results

wywy-Download-Hyundai

 

[CBC country=”de,at,ch” show=”y”]
Your contact for Germany, Austria & Switzerland: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”us,ca” show=”y”]
Your contact for the US & Canada: (other countries)
victor-castello
Victor Castello


[/CBC]

[CBC country=”uk,gb” show=”y”]
Your contact in the UK: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”fr” show=”y”]
Your contact in France: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”it” show=”y”]
Your contact in Italy: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”tr” show=”y”]
Your contact in Turkey: (other countries)
Melanie Eckl


[/CBC]

 

More information:
Case study: Nissan boosts brand awareness with synced TV and online ads

amnet-wywy

TVSync®: How to tell a connected brand story across screens

amnet-wywySuccess story: Amnet sees strong CTR uplift with synced cross-screen campaign

 

Dieser Artikel auf: English | Français | Italiano | Türkçe

TV-Analytics-wywy-website-visitsZum ersten Mal ermöglichen die sogenannten „Second Screen“-Nutzer, die Wirkung der TV-Werbespots in Echtzeit zu tracken, weil ein Teil dieser Second Screen-Nutzer innerhalb kürzester Zeit die Webseiten der Werbetreibenden aufrufen. Tatsächlich werden 80 Prozent der durch den Werbespot generierten Besucher innerhalb von 90 Sekunden die entsprechende Internetseite aufrufen.

Dieser Effekt kann mittels entsprechender Online-Analysetools gemessen werden.
Für ein effektives TV Tracking braucht man zwei Dinge:

1. Ein Online-Analysetool, um den TV-generierten Traffic den entsprechenden KPIs der Webseite zuordnen zu können. Viele Analysetools bieten ein solches TV-Tracking bereits standardisiert an. Mit Google Analytics oder Adobe Analytics kann bei entsprechender Expertise und ein bisschen Aufwand ebenfalls ein TV Tracking entwickelt werden.

2. Exakte Ausstrahlungszeiten des Werbespots. Man kann sich nicht auf die im TV Mediaplan angegebenen Zeiten verlassen, da sie fast immer um mehrere Minuten abweichen. Abhängig vom Analysetool können entweder Echtzeit-Daten direkt in das Analysetool eingespielt oder ex post eine CSV-Datei mit exakten Ausstrahlungszeiten verwendet werden.
Sobald der TV-Spot im Fernsehen läuft, markiert das Analysetool im ersten Schritt über einen bestimmten Zeitrahmen alle eingehenden Besucher der Webseite mit einem zusätzlichen Tag “TV-Spot”. Diese Attributionszeit variiert in der Regel zwischen 3 und 7 Minuten. Unsere Recherche hat ergeben, dass im Durchschnitt mehr als 95 Prozent der durch den Werbespot generierten Besuche innerhalb von 5 Minuten nach Ausstrahlung kommen.

In zweiten Schritt “trennt” die statistische Auswertung des Analyse-Tools die normalen Nutzer der Webseite von den Nutzern, die durch den Werbespot gekommen sind: Der gesamte Traffic wird vom sogenannten “Baseline”-Traffic abgezogen. Das verbleibende Delta entspricht der Steigerung des Traffics (auch “Uplift” genannt) durch die TV-Werbung. Die Baseline ist der “normale” Traffic, in dem z. B. die X Minuten Attributionszeit VOR Ausstrahlung des TV-Spots betrachtet werden. Es ist dabei wichtig zu beachten, dass keine Zurechnung auf Einzelbenutzerebene erfolgt, weil ein einzelner Besucher nicht als TV-Zuschauer verifiziert werden kann. Das beschriebene Verfahren ermöglicht jedoch eine aggregierte Darstellung der durch den TV-Spot bewirkten Peaks in den Besucherzahlen.

Nach Bestimmung dieses TV-Peaks erfolgt im letzten Schritt der Abgleich mit den unterschiedlichen Kosten für die Ausspielung der einzelnen Werbespots, um so den bereinigten Uplift zu berechnen. Dies ermöglicht die Ermittlung des ROI und die Optimierung des Mediaplans, etwa indem besonders effektive Sendezeiten, Sender oder TV-Spots identifiziert werden.
Einige Einschränkungen verbleiben bei dieser Art des TV-Tracking jedoch:

1. Nicht alle TV-Zuschauer besuchen sofort die Webseite des Werbetreibenden. Branding, d.h. dass sich die Zuschauer an die Marke erinnern, kann mit dieser Methode nicht gemessen werden (Werbetreibende nutzen oftmals Day-After Recall Umfragen hierfür). Hier wird deshalb mit der vereinfachen Annahme gearbeitet, dass sich diese TV-Zuschauer bei verschiedenen Spots, TV-Sendern und Ausstrahlungszeiten gleich verhalten, und muss deshalb nicht weiter berücksichtigt werden.

2. Mögliche Wechselwirkungen zwischen der Ausstrahlungszeit, dem Sender und dem Werbespot können nur durch eine hohe Anzahl an Ausstrahlungen identifiziert und dadurch statistisch signifikante Rückschlüsse gezogen werden. Auch hier wird mit vereinfachenden Annahmen gearbeitet, indem Wechselwirkungen nicht beachtet werden.

3. Meistens haben TV-Zuschauer mehrfache Berührungspunkte mit einer Webseite. Auch wenn diese direkt nach der TV-Werbung die Webseite besuchen (siehe 1.), führt dies in den meisten Fällen nicht zu der gewünschten Conversion (z. B. eine Newsletter-Anmeldung, ein Kauf etc.). Oft konvertieren diese Besucher, nicht zuletzt weil sie meist mit Ihrem mobilen Endgerät die Seite aufrufen, erst Tage später mit einem anderen Endgerät, wie z. B. ihrem Arbeitscomputer. Eventuell werden sie später auch eher bereit sein, passende Online-Werbung anzuklicken, weil sie sich an die TV-Werbung erinnern. Sowohl eine solche spätere Conversion als auch der Click auf das Online-Werbemittel werden i.d.R. nicht der TV-Werbung zugeordnet. Dieser Branding-Effekt durch TV-Werbung kann jedoch mit entsprechenden Attributionsmodellen dargestellt werden. Allerdings reicht es in den allermeisten Fällen zunächst aus, die direkte Wirkung von TV-Werbung zu messen, und in einem späteren Schritt mit einem fortgeschrittenen Attributionsmodell zu differenzieren.

Sigortam.net
Samsung
Build.com

Für eine tiefergehende Erläuterung empfehlen wir unser TV Tracking White Paper (auf Englisch).

wywy ermöglicht die Implementierung von TV-Tracking-Lösungen. Wir erkennen den TV-Spot in Echtzeit und integrieren die exakten TV-Ausstrahlungsdaten in alle gängigen Online-Analysetools wie z.B. Google Analytics oder Adobe Analytics. Gerne helfen wir auch bei der Auswahl eines passenden Analysetools oder stellen Ihnen unser eigenes TV Analytics Tool vor. Unsere Daten können natürlich auch für Business Intelligence-Tools genutzt werden.

[CBC country=”de,at,ch” show=”y”]
Ihr Ansprechpartner: (andere Länder)
Melanie Eckl


[/CBC]

[CBC country=”us,ca” show=”y”]
Your contact for the US & Canada: (other countries)
victor-castello
Victor Castello


[/CBC]

[CBC country=”uk,gb” show=”y”]
Your contact in the UK: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”fr” show=”y”]
Your contact in France: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”it” show=”y”]
Your contact in Italy: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”tr” show=”y”]
Your contact in Turkey: (other countries)
Melanie Eckl


[/CBC]

 

More information:
TV-Analytics-wywy-website-visits-2TV Analytics: Analyzing and optimizing the TV ad’s online effect
(Englischer Text)

TV Analytics Study: Audibene identifies TV plan’s optimization potential
(Englischer Text)

tv-attribution-wywy

TV Attribution: The 5 things you need to know
(Englischer Text)

Video training: TV attribution made easy
(Englischer Text)

You want to learn more about how to build a seamless and powerful brand story across multiple screens? You want to know which online impact your TV commercials have and how you can optimize your TV ad spending?
At the Future TV Advertising Forum in London, our team will show you our solutions for highly effective multi-screen campaigns and how to track their impact on your website:
wywy-products-2
For individual appointments please send a message including date proposal and topic to futuretv[at]wywy.com:

book-appointment

 
Our team at the Future TV Advertising Forum:
Fiona Smith, Country Manager UK
William Miller, Account Director
Max Truman, Account Manager
 
We will also be presenting in the Second Screen session.
When: December 3, cheapcialisoriginal.com/ 2pm
 
We’re excited to meet you there.
 
ftvadlogoEvent details:
Date: December 2-3, 2014
Location: 30 Euston Square | London, NW1 2FB

 

This article in: Deutsch | Français | Italiano | Türkçe

TV-Analytics-wywy-website-visitsFor the first time, the so-called Second Screen users allow to track the impact of TV commercials in real-time as (a part of) these users instantly hit the advertisers’ websites seconds after the airing. In fact, based on our research about 80% of the hits will happen within the first 90 seconds.

This effect can be measured with an online analytics tool.
In order to start your TV campaign tracking, you will need two things:

1. An analytics tool to properly attribute the TV traffic to your website KPIs. Many analytics tools already offer an out-of-the-box TV advertising module. You can even do it with Google Analytics or with Adobe Analytics if you are willing to invest some time for the analysis.

2. Accurate TV airing data. You cannot rely on your TV media plan as the planned airing times are almost always a couple of minutes off. Depending on the analytics tool you can either use real-time data or ex-post csv files with exact TV airing times.
TV campaign tracking infographic

When the TV spot is aired, the analytics tool in a first step “flags” all incoming users with an additional tag “TV ad” for a certain time frame. This attribution time usually varies between 3 to 7 minutes. Our research has shown that on average >95% of visits due to the TV spot come within 5 minutes of the airing.

In a second step, the statistical analysis of the analytics tool then “separates” the regular users from the users who visited your website due to seeing the TV ad: The overall traffic will be subtracted from the baseline traffic. The remaining delta is then contributed as the uplift thanks to the TV ad. The baseline represents the “usual” traffic, e.g. by looking at the X minutes attribution time PRIOR to the spot airing. It is important to note that there is no attribution on an individual user level (as there is no way of telling for sure if a user watched TV) but on an aggregate level. The statistical analysis does the trick of “separating” users by calculating the delta between “normal” traffic and traffic during the TV ad.

Once the uplift has been determined, you need to compare this uplift to the cost for the TV airing to adjust for the differences in airing prices. The adjusted uplift serves as the baseline data point for optimizing your media plan. You can compare different spots, different airing times, different channels and see which works best for you.
There are a few caveats you should be aware off:
1. Not all viewers immediately engage with your website. The branding part of the TV ad, i.e. viewers recognizing your brand, cannot be measured with this method (advertisers usually use day-after recall surveys for that). Making a simplifying general assumption that non-engaged viewers behave the same across different spots, airing times and channels helps to take this out of the equation.

2. There can be interdependencies between airing time, spot and channel. A single comparison might not get these interdependencies – however, you need a lot of airings to be able to draw statically valid conclusions regarding interdependencies. Again, making a simplifying assumption and disregarding the interdependencies usually is “good enough”.

3. Most of the time viewers have multiple touch points with your website. Although they might immediately engage with your website (see 1.) very often this does not lead to the desired conversion (e.g. a newsletter signup, a purchase etc.). They might access your website three days later on the work computer which (unless you have a really good cross-device tracking solution) will count as a new user for you. They might click on your online ad a few days later because they were reminded of the TV ad they saw and only then want to take a closer look. Again, you will count this as a new user for you. This branding effect through TV advertising can be captured through proper attribution modelling. However, it is again “good enough” to focus on the direct effect of TV advertising for now and then go down the more sophisticated attribution modelling route later.

For further information, please read our TV Attribution White Paper.

We at wywy can help you set up your TV campaign tracking. We deliver the accurate TV airing data to your favorite analytics tool with a simple one-step integration. We support all of the most popular analytics tools, as e.g. Google Analytics and Adobe Analytics. If you do not have any analytics tool yet, we can guide you on how to set up an analytics tool as well. Our data can also be used with your business intelligence tools for proper attribution modelling.

[CBC country=”de,at,ch” show=”y”]
Your contact for Germany, Austria & Switzerland: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”us,ca” show=”y”]
Your contact for the US & Canada: (other countries)
victor-castello
Victor Castello


[/CBC]

[CBC country=”uk,gb” show=”y”]
Your contact in the UK: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”fr” show=”y”]
Your contact in France: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”it” show=”y”]
Your contact in Italy: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”tr” show=”y”]
Your contact in Turkey: (other countries)
Melanie Eckl


[/CBC]

 

More information:
TV-Analytics-wywy-website-visits-2TV Analytics: Analyzing and optimizing the TV ad’s online effect

TV Analytics Study: Audibene identifies TV plan’s optimization potential

tv-attribution-wywy

TV Attribution: The 5 things you need to know

Video training: TV attribution made easy

Learn more about building a seamless and powerful brand story across multiple screens and maximize your return on TV spend. At dmexco, our team will provide insights on multi-screen TV-synched advertising and help you with solutions for a highly effective campaign.
 
LiveSync-2TV LiveSync
Target TV viewers on their Second Screen with synchronized cross-screen campaigns. Increase your ad awareness and gain an uplift in brand and image KPIs.
 
 
 
SiteSync-2TV SiteSync
Increase your TV driven online conversions by synchronizing your website content with your own “TV landing page” the moment your TV ad airs.
 
 
 
analytics-2TV Analytics
Analyze the effect of your TV commercials on your online audience in real-time. Compare what TV creative, channel and airtime works best and optimize your media plan accordingly.
 

For individual appointments please send a message including meeting date proposal and topic to dmexco[at]wywy.com:
                                                      book-appointment

Our team at dmexco:

Tobias Schmidt, CEO & Co-founder
Dr. Andreas Schroeter, COO & Co-founder
Eric St. Gemme, Vice President Sales Germany & RoW
Fiona Smith, Head of Sales UK
Peter Sava, Account Director Germany

 
We’re looking forward to seeing you there.
 

Event Details:
Date: September 10-11, 2014
Location: ismedicine Kölnmesse GmbH | Messeplatz 1 | 50679 Köln | Hall 6-8 | Congress-Centrum Nord | Germany
wywy stand: Hall 7.1, stand E-020/024

This lack of integration across TV and online ads hurts business: The majority of TV viewers nowadays use a mobile device while watching TV and directly want to buy or seek more information about the promoted product on the website.

In September and October 2014, we researched TV advertisers in the USA, UK and www.cheapcialisoriginal.com/ Germany and compared their TV ads to their homepages.

The result:

One in four displayed the product advertised on TV on their homepage, one in six on the mobile version of the homepage. This means, that marketers spend millions for TV ads, but most of them lose interested viewers on their websites.

The solution:

Creating a seamless customer experience with TV ad-synced website and mobile content. When an interested Second Screener finds the TV-promoted product on the homepage, conversion rates increase on average two to five fold.

wywy-Download-Study_TV_websites-1

 

Stats: TV-synced websites

Stats: TV-synced mobile version of websites


Infographic US: Connecting TV ads with websites

Infographic UK: Connecting TV ads with websites

Infographic DE: Connecting TV ads with websites
Feel free to use the images as long as you link back to the original source (wywy.com).

[CBC country=”de,at,ch” show=”y”]
Your contact for Germany, Austria & Switzerland: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”us,ca” show=”y”]
Your contact for the US & Canada: (other countries)
victor-castello
Victor Castello


[/CBC]

[CBC country=”uk,gb” show=”y”]
Your contact in the UK: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”fr” show=”y”]
Your contact in France: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”it” show=”y”]
Your contact in Italy: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”tr” show=”y”]
Your contact in Turkey: (other countries)
Melanie Eckl


[/CBC]

 

More information:
amnet-wywyTV Sync: How to tell a connected brand story across screens

Research: Super Bowl 2015 – State of Integrating TV Ads Across Screens

Case study: Hyundai maximizes TV advertising ROI with multi-screen strategy

Important: This is a step-by-step guide for Google Analytics using the deprecated ga.js code. For the new Universal Analytics code (analytics.js) or an integration via Google Tag Manager, please visit our wiki.

Overview:

  • TV commercial airing and online campaign tracking: Basics
  • Step 1: Adding the TV Analytics Plugin to A Website
  • Step 2: Attribution for TV commercials
  • Step 3: Optimization of TV-campaigns using airing data in Google Analytics
  • Start tracking TV commercials and measure performance
  • The alternatives to Google Analytics: What, why, how
  • More information: How TV campaign tracking works

 

TV commercial airing and online campaign tracking: Basics

We have already covered what online TV campaign tracking is and why it is important. The wywy TV analytics plugin is a very simple, but still incredibly powerful way to enable an online in-depth analysis of TV commercial performance and the effect on your online KPIs. Once a commercial is added to the wywy system there are three data points provided for each airing:

  • Commercial name – the name of the commercial to tell different versions apart
  • Channel – the TV channel the commercial was detected on
  • Datetime – the exact time (UTC) of the detection

Before we start you should understand and be familiar with the following concepts:

  • Tracking with Google Analytics using ga.js (if you use analytics.js, click here)
  • Custom variables
  • Custom variale scope

 

Step 1: Adding the TV Analytics Plugin to a website

The first step is to set up the wywy TV Analytics Plugin. This guide explains how to add TV attribution to the standard Google Analytics version (check out our guide for Universal Analytics and Google Tag Manager as well). The plugin accesses the TV airing data information on our server. To access that information a script tag is included using the src attribute. The URL has three parts:

  • protcol
  • host
  • parameters

The protocol should be set to the same as the page it is located on. The wywy TV Analytics Plugin for Google Analytics supports both http:// and https://.

The host remains unchanged for all plugin versions and both supported protocols.

The parameters are where the TV commercial airing data output for Google Analytics can be configured.

There are two mandatory parameters:

  • customer
  • backend

The customer parameter tells our server which commercials to return data for and the backend parameter what type of analytics tool is being used. In our example the customer is ‘123456’ and the backend is ‘ga’ – Google Analytics. When setting up the tracking of your commercial for the first time we will provide you with your customer ID.

Users new to Google Analytics or advanced users not previously using custom variables are now ready to add the code to the website. It is very important that the plugin is placed before the Google Analytics code, as in the example below.

There are a number of ways to customize the way wywy TV airing data is gathered by and displayed in Google Analytics. There are three parameters that affect how TV commercial data is collected and displayed:

  • scope
  • slot
  • mapping

Users familiar with Google Analytics will note ‘scope’ and ‘slot’ (also known as index), which are used to define the behaviour of custom variables. These parameters and their values translate directly to Google Analytics (see custom variables documentation).

Scope sets the level the TV commercial data is stored at for a user. The default wywy TV Analytics Plugin setting, if not declared, is ‘2’ which is the session level. This makes a lot of sense if users generally convert on their first visit. In our e-commerce example we want to track the user for longer since we know it takes 3-4 visits for a user to make a purchase. Therefore, we set the scope to ‘1’ which associates the TV broadcast data with the user-level instead of the session-level.

Slot is used to define which custom variable slot, or index, is used. Google Analytics has 5 different slots numbered 1-5. In our example the e-commerce shop is already using the first slot to track if a user is a registered user or not, so we are going to tell the plugin to use slot ‘2’.

Mapping does not affect how the data is collected by Google Analytics, but rather how the information is accessible after processing. Custom variables are based on a key:value concept. These are two separate levels of information. By default the commercial name is placed in the ‘key’ and the secondary information datetime and channel are stored in the ‘value’. Mapping ‘1’,’2′, and ‘3’ set commercial name, channel and datetime as the ‘key’, respectively.

In our ecommerce example we are mostly interested in the channel performance. Since this is different from the default value we set the parameter mapping to ‘3’.

Step 2: Attribution for TV commercials

Google Analytics makes attribution very simple and does most of the heavy lifting. With TV data in your analytics account it is possible to take the baseline reading of traffic and calculate the uplift that should be attributed to TV.

In the channels view of Google Analytics you can see a breakdown for all visits and transactions by channel.

We can add our TV data as a segment to this view.

Looking at the table view this shows us how different channels, in our e-commerce example direct and organic search traffic, see a strong uplift during a TV commercial airing:

We can also see that some channels in our e-commerce example are not affected at all by a TV commercial airing.

Using this data you can calculate the distribution weight for your attribution model.

 

Step 3: Optimization of TV-campaigns using airing data in Google Analytics

In addition to allowing for an accurate attribution model including the TV-data for transactions and conversions Google Analytics can be used to optimize a TV campaign based on website actions and transactions. There are several different ways of viewing and analyzing the spot level data in Google Analytics, from custom reports, to conversion or e-commerce report, adding an advanced segment to almost any view or even applying a secondary dimension.

The most comfortable way of viewing and comparing TV analytics metrics is a custom report using the dimensions important for your business and marketing campaign.

 

The alternatives to Google Analytics: What, why, how

As Google Analytics does not have a standardized TV attribution module, the above solution only gives you a good understanding on how TV-inspired traffic compares to “regular” traffic. One of the major shortcomings is that it does not allow you to calculate a baseline and thereby identify how much traffic comes from TV directly. In addition, the standard Google Analytics solution aggregates the traffic data to an hourly level (and you usually have multiple commercials running per hour), making it almost impossible to compare which TV channel and TV creative work best. Our white paper on TV attribution explains this in detail.

There are two ways to analyze the TV advertising’s effect: First, Google Analytics Premium allows you to download the log level traffic data. As this data is not aggregated, you can then do your manual analysis by marrying log level data with the TV airing schedules. Second, specialized TV attribution vendors offer TV Analytics solutions – wywy being one of them.

 

Start tracking TV commercials and measure performance

We are happy to get you set up and track your commercial broadcasts in real time.
Reach out to us today.

[CBC country=”de,at,ch” show=”y”]
Your contact for Germany, Austria & Switzerland: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”us,ca” show=”y”]
Your contact for the US & Canada: (other countries)
victor-castello
Victor Castello


[/CBC]

[CBC country=”uk,gb” show=”y”]
Your contact in the UK: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”fr” show=”y”]
Your contact in France: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”it” show=”y”]
Your contact in Italy: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”tr” show=”y”]
Your contact in Turkey: (other countries)
Melanie Eckl


[/CBC]

 

More information:
The product: TV Analytics Plugin

How TV campaign tracking works

TV Analytics study: Audibene identifies TV plan’s optimization potential

wywy-experteer-tv-analytics-small

TV Analytics study: Experteer identifies best performing TV airing slots