is now part of
TV advertising is still the most successful method of advertising, but the majority of TV viewers use a cialisdailyuse – online mobile device while watching TV – especially during commercial breaks. An innovative way of connecting TV with online is telling a seamless brand story across screens.

wywy-Nissan-2Learn more about how to build a connected and powerful story with multi-screen TV-synced advertising, TV-synced websites, and understanding the impact of your TV ads on your website.
 
Meet our team at the Cannes Lions International Festival of Creativity and get more information.
 
For individual appointments please send a message including date proposal and topic to canneslions[at]wywy.com:

book-appointment

Our team at Cannes Lions:
wywy-A.-Schroeter-Co-Founder-COO
 
Dr. Andreas Schroeter, Co-Founder & COO
 
 
 


 
Fiona Smith, Country Manager UK
 
 
 

wywy-W.-Miller
 
Will Miller, Account Director UK
 
 
 

wywy-M.-Truman
 
Max Truman, New Business Director EMEA
 
 
 
 
Don’t miss the wywy presentation:
What:                    Driving the Future of Connected Story Telling
Where:                  Experience Stage – Creative Technology (Lions Innovation)
When:                   Friday, June 26 – 15:55-16:25
Who can attend: People with tickets granting access to Lions Innovation
 
 
We’re excited to meet you there!
 
 
Event details:
Cannes Lions International Festival of Creativity
Date: June 21-27, 2015
(Lions Innovation: June 25-26, 2015)
Location: Palais des Festivals | Cannes | France

 
 
Meet wywy also at other events in the UK, the US, Germany, France and Italy.

Overview:

 

The TV viewers’ behavior has massively changed from paying attention to one screen only to at least two screens at the same time: Through this Second Screen usage, TV advertisers can easily track the online-impact of their TV ads in real-time. We already covered how TV Tracking works and why it is important.

The wywy TV Analytics plugin allows you to enhance the tracking data from your website with your TV ad airing data. You will be able to distinguish between your regular website traffic and website visitors who interacted with it while the TV ad was running, or shortly after.

The plugin works through a data connector in your Adobe Analytics reporting suite.

Integration guide for TV Tracking with Adobe Analytics

What you need for setting up TV Tracking for your TV ads:

New customers should reach out to our team who will be happy to support you.

Step 1: Navigate to the “Data Connector” section in your Adobe Marketing Cloud Analytics account, using the menu item.
Adobe-Analytics-TV-Tracking-wywy-Menu-Data-Connector
Step 2: Generate a new Adobe Analytics Data Connector for wywy, by clicking on “add new”.
Adobe-Analytics-TV-Tracking-wywy-Add-New-Data-Connector
The “wywy” Data Connector product will show up in the “In Laboratory” selection now.
Step 3: Start the integration wizard that will take you through the necessary steps.
Adobe-Analytics-TV-Tracking-wywy-integration
Step 4: Accept the terms and conditions and give the integration a memorable name, e.g. “wywy TV Data”.
Adobe-Analytics-TV-Tracking-wywy-terms-conditions
Step 5: Add the wywy customer ID (6 digits) and select a detection timeframe (number of seconds to look back for detection events). We recommend using 300 seconds.
Adobe-Analytics-TV-Tracking-wywy-settings
Step 6: Set the eVar you want to use and a name, if you have not already done this yet.
Adobe-Analytics-TV-Tracking-wywy-eVar
Step 7: Deploy the integration code on your websiteGo to the “wywy” Data Connector and open the “Support” tab. In the “Ressources” section, download the “wywy Integration Code v1_0”. Include the Integrate Module, if not already in use (see below), as the integration code works together with the Integrate Module and needs to be available as part of the Adobe Analytics deployment. Deploy the code using the Tag Manager, Dynamic Tag Manager or ask the department responsible for maintaining your Adobe Analytics tracking code to do so.

Guide to include the Integrate Module:

AppMeasurement implementation

Legacy Code (H-Code) implementation

 

Attribution of website visits for a TV ad

Once the integration code is deployed on your website, the Adobe Analytics’ data connector wizard will create a sample report showing basic TV-related metrics. The wizard will also create two segments, which you can apply to any report in your analytics suite: “TV visits” and “non-TV visits”.
TV-Tracking-Adobe-Analytics-wywy-visits-report

The “TV visits” segment shows only the visits that started following a TV ad’s airing within the defined look-back window. The “non-TV visits” segment shows the visits that happened at other times.wywy will provide the TV creative name, the TV channel and the TV commercial airing timestamp to all new sessions within a defined attribution time window. This allows you to immediately see the impact of each TV spot airing e.g. on visits, bounce rate and conversions. In addition, you can also analyze which TV creative, TV channel, time of day or week day works best.If you have any further questions do not hesitate to contact us.

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Your contact for Germany, Austria & Switzerland: (other countries)
Melanie Eckl


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Your contact for the US & Canada: (other countries)
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Victor Castello


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Your contact in the UK: (other countries)
Melanie Eckl


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Your contact in France: (other countries)
Melanie Eckl


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Your contact in Italy: (other countries)
Melanie Eckl


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Your contact in Turkey: (other countries)
Melanie Eckl


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More information:
How TV campaign tracking works

wywy-experteer-tv-analytics-small

TV Analytics study: Experteer identifies best performing TV airing slots

The product: TV Analytics Plugin

amnet-wywy

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

Makale dili: Deutsch | English | Français | Italiano

TV-Analytics-wywy-website-visitsİkinci ekran kullanıcıları, reklamdan sonra saniyeler içinde reklamverenin web sayfasını ziyaret ederek, şimdiye kadar ilk kez TV reklamlarının etkisini gerçek zamanlı olarak takip etmemize olanak veriyor. Araştırmalarımıza göre, TV reklamlarının siteye gönderdiği izleyicilerin %80’i reklamdan sonraki ilk 90 saniye içerisinde siteye gelmektedirler.

Bu etki online analitik araçlarla ölçülebilir.

TV kampanyanızın etkisini ölçebilmeniz için iki şeye ihtiyaç duymaktasınız:

1. Websayfanızın KPI‘sına (anahtar performans göstergesine) gelecek TV kaynaklı trafiğin düzgün olarak gözlemleyebilmek içın, bir analitik araca. Birçok analitik araç zaten hali hazırda TV reklam modülü sunmaktadır. Bunu Google Analytics veya Adobe Analytics ile de biraz daha zaman harcayarak analiz edebilirsiniz.

2. TV yayın verilerinizi doğrulayarak! Elinizde bulunan TV medya planına tam olarak güvenemezsiniz çünkü yayınlanma süreleri çoğu zaman birkaç dakika gecikmelidir. Kullandığınız analitik araca göre, ya gerçek zamanda yayın bilgisini ya da ex-post cvs dosyalarıyla, ileri bir tarihte yayının tam olarak gerçekleştiği zamanları kullanabilirsiniz.
tv-campaign-tracking-infographic-turkish-wywyTV reklamı yayınlandığında, ilk olarak Analitik araç belli bir zaman dilimi içerisinde gelen kullanıcıları ‘TV reklamı’ adı altında ‘tag’lemektedir. Bu süre genelde 3 ila 7 dakika arasındadır. Araştırmalarımız göstermiştir ki, TV reklam kaynaklı websitesi ziyaretlerinin %95’den fazlası, reklam yayınlandıktan sonraki ilk 5 dakika içerisinde gerçekleşmektedir.İkinci aşamada, analitik aracın istatistik analiziyle devamlı ziyaretçiler ile TV reklamını gördüğünden dolayı gelen ziyaretçiler birbirinden ayrılır. Toplam trafikten düzenli ziyaretçiler çıkartılır. Geriye kalan kısım TV reklamından kaynaklanan artış olarak belirlenir. Düzenli ziyaretçiler normalde varolan trafiktir ve reklamdan ÖNCEKİ X dakikaya bakılarak belirlenir. Birey bazlı bir kullanıcı bilgilendirmesi olmadığını önemle belirtmek isteriz (çünkü bu kişinin kesinlikle reklamı izleyip geldiğine dair bir garanti verilemez). Fakat toplamda ne kadarının TV’den kaynaklı geldiği kestirilebilir. Bu istatistiksel analiz, kısaca ziyaretçi sayılarının tamamından normalde olan trafik çıkartılarak hesaplanır.TV reklam kaynaklı artışlar belirlendikten sonra bu artışları TV reklamlarının maliyetiyleriyle kıyaslayarak, artışları ve maliyetlerindeki farklılıkları göz önüne alarak ayarlamalar yapabilirsiniz. Bu ayarlamalarla medya planınızı optimize edebilirsiniz. Farklı reklamları, reklamların yayınlanma zamanlarını, farklı kanalları kıyaslayarak, sizin için hangisinin en çok faydalı olduğunu görebilirsiniz.
Dikkate almanız gereken birkaç nokta:
1. Tabiki reklamınızı izleyenlerin tamamı sitenize yönelmemektedir. TV reklamının marka değerine olan katkı payı, izleyicilerin markayı tanıması gibi konular bu yöntem ile ölçülemez (bunun için reklamverenler genelde ‘bir gün sonra arayıp anket yapma’ yönetimini kullanırlar). Genel ve basit bir tahmin yapacak olursak, hemen siteyle bağlantı kurmayan izleyicilerde farklı reklamlara, yayınlanma sürelerine ve kanallara benzer tepkiler vermektedirler.

2. Yayın zamanı, reklam ve kanal birbiriyle bağlantılı olup birbirini etkilemektedir. Tek bir kıyaslama yaparak bu bağlılığı anlamak mümkün değildir. Bu yüzden, ancak birçok reklamı analiz ettikten sonra geçerli bir sonuca varılabilir ve bir istatistik oluşturularak bu bağlantı anlaşılabilir. Yinede, aralarındaki bu ilişkiyi görmezden gelerek yapılacak basit bir varsayımda genelde ‘yeterince iyi’ dir.

3. Genelde, izleyiciler için sitenizde tıklayabilecekleri farklı seçenekler mevcuttur. Sitenize reklamdan sonra hemen gelseler dahi, çoğu zaman istenen düzeyde conversion sağlamayabilir (newsletter’a abone olma, satın alma gibi). Bu ziyaretçiler, üç gün sonra iş bilgisayarlarından sitenize gelip, yeni bir kullanıcı olarak algılanabilirler. (şayet cihazlar arası izleme yapabilecek bir tracking servisine sahip değilseniz). TV reklamınız hatırlattığı için, birkaç gün sonra online reklamınızı tıklayarak, detaylı bir şekilde sayfanıza bakabilirler. Ve yine bu ziyaretçileri yeni bir kullanıcı olarak algılayabilirsiniz. TV reklamının sağladığı bu bütün marka değeri etkisi çok geniş bir yelpazede ölçümlenebilir. Fakat yine de TV reklamının direk etkisini ölçebilmekte ‘’yeterince iyi’’ olup, ileriki aşamada daha çok sofistike ölçümlere geçebilirsiniz.

Daha fazla bilgi için, lütfen TV Attribution White Paper dökümanina göz atın.

Biz wywy olarak TV kampanyalarınızı takip etmenize yardımcı oluyoruz. Basit tek aşamalı bir entegrasyonla, kullandığınız analitik araca gerçek zamanlı ve kesin TV yayın verilerini gönderiyoruz. Bütün popüler analitik araçlarla entegre olabilmekteyiz; Google Analytics, Adobe Analytics, vs… Henüz bir analitik aracınız yok ise, bu konuda da size rehberlik edebilir ve analitik aracı nasıl kurabileceğinizi gösterebiliriz. Verilerimiz sizin business intelligence araçlarınızla birlikte de kullanılabilir.

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


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Your contact for the US & Canada: (other countries)
victor-castello
Victor Castello


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


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Your contact in France: (other countries)
Melanie Eckl


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Your contact in Italy: (other countries)
Melanie Eckl


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Your contact in Turkey: (other countries)
Melanie Eckl


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More information:
TV-Analytics-wywy-website-visits-2

TV Analytics: Analyzing and optimizing the TV ad’s online effect
(İngilizce metinler)

TV Analytics Study: Audibene identifies TV plan’s optimization potential
(İngilizce metinler)

tv-attribution-wywy

TV Attribution: The 5 things you need to know
(İngilizce metinler)

Video training: TV attribution made easy
(İngilizce metinler)

Today’s TV ad buy relies on Nielsen’s TV ratings in the US, an independent third-party and industry-accepted metric serving as the currency between buyers (advertisers) and sellers (broadcasters). Although there have been many discussions whether TV ratings are correct, whether there are more accurate ratings out there etc., fact is that the industry players do not really want any change. An agreed upon single currency simplifies everything, even if might not be state of the art after being “invented” in 1950. The upfronts nowadays determine a lot of the TV ad spend for the year, buyers getting discounts in return for spending commitments. The different TV campaigns will then be allocated to best fit the target group within the given spending commitment constraint. From a single campaign perspective not the ideal way of allocating spendings, but from an industry perspective more income security in return for discounts makes sense.

The rise of Programmatic TV: Bye, Nielsen currency.
Enter Programmatic TV. No upfront deals, rather instant booking. Unfortunately no bulk discounts (today) but a technology allowing to automatically optimize target audiences and thereby getting more out of a single given campaign budget. A great tool for advertisers who don’t enjoy the bulk discounts due to large “booking quantities”.

But this is only the beginning. Programmatic TV allows advertisers to define their own success metrics for optimization. Currently the focus is still on the “old” currency target audience. What, if this target audience metric becomes obsolete? Advertisers used to book in the Vogue magazine or on vogue.com because they wanted to target fashion-interested women. With the rise of programmatic online advertising the attention switched away from the website towards the user – advertisers want to engage with interested users, not with a particular surrounding. They can do that because online advertising allows to track the performance of the ad. So why should a TV advertiser not book TV slots which trigger the most social comments on Twitter and Facebook? Why should a TV advertiser not book TV slots which results in the most website visits? Or mobile app downloads? Or even offline store purchases?

500+ million spendings: Hard to ignore
This year’s superbowl saw three mobile app gaming companies promoting their products. Suddenly, entirely new players pour hundreds of millions into the TV ad industry with the clear goal to get viewers to download their game. And it works really well. But they do not care if the game is played by a 23 year old college student or 45 year old office worker. Forget about brand building (which cool other game from Zynga did you play after Farmville?), they care about downloads but have to pay in “target audience” currency. This will change soon, the first step being the “translation” of the current currency into the cost-per-download currency through TV attribution. Appsflyer, a mobile app install tracking company recently announced its industry-first TV attribution tool. The next step will be to use this information instantaneously to buy TV slots on cost-per-download level. And that’s when Programmatic TV will explode, when TV advertisers define their own success metrics on a campaign basis with immediately visible results.

Welcome to the new world of Programmatic TV advertising.

Your contact:
tobias-schmidt-120x120

Tobias Schmidt

 

More information:

Programmatic TV: How it works, the players & the right strategies

TV-Analytics-wywy-website-visits

Product info: Programmatic TV

Nissan introduced the new Nissan Pulsar across Europe, using wywy’s TVSync® technology to build a compelling story across devices and to extend the reach and effectiveness of the launch.

With the synchronization of TV and online ads through wywy’s LiveSync solution, the automotive manufacturer targeted TV viewers on their mobile devices with related Nissan Pulsar display, video and Facebook ads at the same moment as the TV ad aired.

Results:

This allowed the consumers to immediately engage with Nissan on the one hand and resulted in a significant uplift in brand awareness on the other:

wywy-Nissan-study

Download-Nissan-White-Paper

View the video presentation for deeper insights:

Feel free to use the images as long as you link back to the original source (this website):

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Melanie Eckl


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Your contact for the US & Canada: (other countries)
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Victor Castello


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


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Your contact in France: (other countries)
Melanie Eckl


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Your contact in Italy: (other countries)
Melanie Eckl


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Melanie Eckl


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

amnet-wywy

TV Sync: How to tell a connected brand story across screens

SearchSync-wywy

Search Sync: How to sync paid search campaigns with TV ads

Seamless storytelling across several screens is a key challenge today, with 78% of internet users accessing Second Screen devices during shows and almost 1 in 3 TV viewers looking up product information online after watching a TV ad. Especially Super Bowl TV advertisers, who book the most expensive TV ads, should integrate their message across the basic marketing channels such as search and their own website, taking this opportunity to reinforce their message and drive better consumer engagement.

We studied 56 Super Bowl 2015 national TV commercials broadcast on February 1, 2015 and checked search results for brand and product-related keywords as well as advertisers’ homepages for the product seen in the TV commercial on desktop computers and on mobile devices.

Key results:

Most advertisers connected their TV advertising with a cross-screen social media experience through hashtags to encourage trending of their ads on Twitter, almost half (48%) actually secured the appropriate hashtags to insure accurate and seamless social media experiences.

However, TV-inspired viewers searching for the advertised product or visiting the website in 1 out of 2 cases didn’t find what they were looking for.

For search results, the study found

Looking at the homepage of the advertisers

In regards to the mobile presence of the advertisers, the study found

 

Infographic: Are brands making the most of Super Bowl ads?

Feel free to use the infographic as long as you link back to the original source (wywy.com).

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Your contact for Germany, Austria & Switzerland: (other countries)
Melanie Eckl


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Your contact for the US & Canada: (other countries)
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Victor Castello


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


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Your contact in France: (other countries)
Melanie Eckl


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Your contact in Italy: (other countries)
Melanie Eckl


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Your contact in Turkey: (other countries)
Melanie Eckl


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More information:
amnet-wywyTVSync®: How to tell a connected brand story across screens
State of connecting TV with websites
Case study: How Hyundai maximized the TV advertising ROI with a multi-screen strategy