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The TV campaign promoted a drug against a common chronic illness amongst adults. The spot encouraged viewers to visit a specific website for more information on the drug. wywy’s TV Analytics solution measured the immediate engagement following each airing, displaying the incremental uplift in website visits for each individual TV airing.

Looking at the time of airing and factoring in the costs for each airing, the lunch, afternoon and early evening day parts showed the best results in terms of audience reach (measured in cost per point, CPP) and audience engagement (cost per engagement, CPE). While prime time’s engagement rate was similar to the rest of the day, the higher airing costs resulted in rather high CPP and CPE.

Cost per point (CPP) and cost per engagement (CPE) by airing hour
tv-attribution-hour-costperpoint-costperengagement

Source: wywy

Looking at the type of show revealed when the target group is most receptive to the advertising message. Looking at the most booked shows, active shows (e.g. live gaming shows, news, weather) had almost four times the engagement compared to passive shows (re-runs of 20+ year old TV series & shows).

Difference of CPP and CPE by show type
tv-attribution-pharmaceutical-case-study
 

 

 

 

 
Source: wywy

For further information, we recommend downloading the full study here:

[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)
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Victor Castello


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Melanie Eckl


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Melanie Eckl


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More information:
tv-attribution-wywyTV Attribution: The 5 things you need to know

tv-analytics-wywy-audibene-teaser

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

TV-Analytics-Plugin-wywy

The product: TV Analytics Plugin

TV Analytics Dashboard wywy
The product:

For the comparison analysis, wywy collected the website traffic data with its own traffic pixel. Regarding the TV ad airing times, wywy employed its proprietary real-time TV ad detection platform to determine actual airing times. In addition, wywy used the airing times of the media plan for comparison.

When using the media plan results for optimizing the TV budget for maximum engagement, the drawn recommendations can be misleading, if not completely false. Regarding the direct impact of TV advertising, the analysis based on media plan airing numbers underestimated the effect by a factor of almost 2.

TV-inspired visits: Media plan vs. actual airing times

media-plan-vs-actual-airings
 

 

 
Source: wywy

Optimizing the TV budget for maximum engagement did not result in any better performance when using the media plan. As an example, wywy shifted the budget from the 1, 2, 3, and 4 worst performing TV channels to 1, 2, 3, and 4 best performing TV channels. While the analysis showed a real optimization potential of 40% for actual airing time data, the real optimization potential based on the media plan airing data was only 4%.

TV engagement optimization potential: Media plan vs. actual airing times

wywy-tv-attribution-mediaplan-actualairing-optimization-potential
 

 

 

 

 

 
Source: wywy

For further information, we recommend downloading the full study here:

[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:

How TV campaign tracking works

The product: TV Analytics Dashboard

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