is now part of

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:

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

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

TV-Analytics-Plugin-wywy

The product: TV Analytics Plugin

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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:

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More information:

How TV campaign tracking works

The product: TV Analytics Dashboard

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

wywy analyzed engagement data based on 1.9 billion TV viewers across a wide variety of industries & products to give a first impression on how day-part and weekday placements influence immediate engagement with TV commercials.

 

TV audience engagement by hour
tv-audience-engagement-rate-by-hour

 

 

 

 

 

 

 

 

 

 

 

 

Source: wywy

The data shows that both mid-morning and prime-time have the highest engagement rates.

Early morning and late night slots show the lowest engagement rates. However, as prime-time usually has the highest advertising rates, times with lower engagement rates might still be interesting from an ROI perspective.

 

TV audience engagement by weekday
tv-audience-engagement-rate-by-weekday

 

 

 

 

 

 

 

 

 

 

 

Source: wywy

Regarding weekday, the start of the week typically shows higher engagement rates. As the data displays an average, it is worthwhile to note that certain products and services show higher engagement rates on the weekend than during the week.

Engagement rates are influenced by a variety of factors, such as TV creative message, TV channel, TV show, hour and weekday. This analysis is intended to provide you a first impression that engagement rates differ and can be positively influenced through proper engagement measurement and campaign planning.

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

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TV Analytics study: Experteer identifies best performing TV airing slots

TV Analytics Dashboard wywy
The product: TV Analytics Dashboard
wywy-Nissan-2Learn more about how to build a connected and powerful multi-screen brand story and maximize your return on TV spend.

At dmexco, our team will provide insights on:

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

Tobias Schmidt, Co-Founder & CEO
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We’re looking forward to seeing you there.
 

Event Details:
Date: September 14-15, 2016
Location: Kölnmesse GmbH | Messeplatz 1 | 50679 Köln | Hall 6-8 | Congress-Centrum Nord | Germany

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

The traditional direct response television marketing

Traditionally, DRTV campaigns could be easily distinguished from regular TV ads by urging viewers to call certain phone numbers. Often, DRTV media buyers focused on long form infomercials late at night or early in the morning as these slots were cheap and allowed for a detailed explanation of the product. While the long form infomercial still exists, the rise of better yield management tools such as Programmatic TV for broadcasters will make it harder and harder for DRTV media buyers to negotiate good rates.

Direct response TV advertising in the era of the smartphone

DRTV marketing has always relied on viewers immediately engaging with the TV ad. Using special phone numbers with inbound call tracking allowed DRTV marketers to immediately track the success of an ad. In fact, many online advertisers have started displaying phone numbers and tracking this way of contact as well (here’s a list of inbound call trackers). But with the rise of the smartphone, viewer behavior has changed dramatically. Almost every viewer now is using a second screen device such as the smartphone or tablet in parallel to watching TV. And many of them use this device to engage with the ad by searching for more information or visiting an advertiser’s website. While displaying a special phone number or coupon code in the DRTV ad made tracking easy, viewer engagement via search or direct hits on the website is technologically more challenging. However, the possibility for the viewer to immediately engage has become easier than ever. These micro moments are basically just a tap away.

The new way of direct response TV advertising

DRTV marketers should take full advantage of the changing viewer behavior by embracing new technologies out there.
1. Set up TV Analytics for the advertiser to track the impact of each ad on website traffic, conversions, and app downloads.
2. Make sure the website prominently displays the product/service offered in the TV ad. Optimizing the conversion funnel this way leads to 3-4x more conversions. Your DRTV marketing campaign can either achieve this through a special URL in the ad, directly leading to the right landing page, or through TV Sync technology, synchronizing website and TV ad.
3. Revise your DRTV media buying strategy. The rise of Programmatic TV advertising will result in more granular automated buys based on data. What used to be a manual task (comparing call logs and TV slot rates/prices) will become more and more automated. The intelligence and value add for the advertising client will lie in setting the right goal, capturing the right data and actively managing the Programmatic TV buying for your DRTV campaign.

 

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More information:

How TV campaign tracking works

The product: TV Analytics Dashboard

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

GRP: The traditional TV advertising metric

When it comes to TV advertising, there used to be only one standard currency everyone agreed on: Gross rating points (GRP). The GRP targets certain TV viewer demographics and tries to optimize this based on viewership data. The goal is to get the cost per gross rating point (CPP) as low as possible – in other words to reach your desired target audience with the lowest price possible. Besides the obvious limitations of measuring the GRP based on a TV panel, reaching certain demographics does not tell you how effective your TV advertising is in terms of selling more products or services.

The rise of direct response metrics due to the Second Screen

With the rising penetration of smartphones and tablets many TV viewers now use these as a Second Screen device while watching TV. This results in more and more TV viewers immediately engaging with a TV ad right after seeing it. At wywy we have seen ranges between 0 and 1% in engagement rate (visits to website / TV audience views) with our clients, i.e. up to 1 visit per 100 views of the ad on TV. What used to be a clear cut between DRTV (direct response TV) and branding ads is now converging. Traditional DRTV ad effectiveness measures such as call logs of special TV numbers, the usage of special URLs, special TV coupon codes have been replaced by the new reality of measuring uplift in website visits, conversions and app downloads.

Average TV advertising engagement rate by hour

tv-audience-engagement-rate-by-hour

 

 

 

 

 

 

 

 

 

 

 

 

Source: wywy

As these new engagement metrics can be measured on a very granular level down to each single airing, the impact regarding times of day, weekday, TV show etc. can be analyzed as well (read the full wywy study on TV engagement rates).

The challenge of low involvement products

Many products and service inspire TV viewers to take immediate action: Yes, I need a new car. I would like to go on vacation. Let me check out that new smartphone. Can I get a better insurance quote?
However, getting immediate feedback for low involvement products such as crackers or toothpaste is really hard. Most people do not really care about crackers or toothpaste enough – they only make a conscious purchase decision once they stand in the aisle at the supermarket. As these products will not trigger active responses, measuring the effectiveness of the TV ad is much harder. A little trick helps to measure passive TV viewer behaviour: Take your TV ad and serve it online to your target audience. Check the video ad completion, click-through and conversion rates and you’ll have a first indicator of which creative, which target group etc. works best.

Going holistic: Measuring overall TV advertising effectiveness

With its massive reach, TV advertising is still one of the most effective marketing channels. Beyond the direct measurable impact TV advertising influences other marketing channels (e.g. search) and has a long-term effect on the advertised brand. Marketing attribution players bring together all marketing channels and combine it with other data sources (e.g. credit card purchase data) to determine TV’s overall effect.

The next step: TV advertising optimization

Measuring the effectiveness of TV ads is not a means to an end but ideally should result in action. Optimizing the TV campaign plan accordingly will become the de facto standard. With the rise of programmatic tv buying, this optimization step will become automated. TV advertisers will need to set the campaign’s goal and make sure that this goal can be measured correctly.

The best practice check list

1. Start measuring the direct impact of your TV ads, using call log software and TV Analytics software for your websites and apps.
2. Include your TV campaign in your marketing attribution solution to get a holistic picture of the overall effect.
3. Reorganize your TV campaign planning to include programmatic TV buys, slowly shifting budgets to an automated solution.

 

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More information:

How TV campaign tracking works

The product: TV Analytics Dashboard

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

SEAT implemented wywy’s TV Analytics code on its website to measure the effect of the TV commercial. During the three week campaign, wywy detected the TV commercials the instant they aired. The analysis focused on which channel, which day, which hour and which TV show genre drove the highest and lowest engagement.

TV Analytics Results:
wywy’s TV Analytics allowed SEAT to understand which factors drove engagement as a basis for future TV campaign planning.

With regards to conversions, the campaign identified a large spill-over effect of the SEAT Leon ads on other SEAT models, even surpassing the overall amount of Leon car configurations.

Regarding day parts, prime time and late night were the most expensive bookings in terms of reach. While prime time had an average engagement rate and therefore an acceptable cost per visit, late night airings did not foster engagement, making it by far the most expensive day part from an engagement point of view. Daytime airings showed good performance, especially due to the comparatively cheaper reach.

The genre of the TV show had a large effect on engagement. Although crime shows were below average in terms of price, it lead too very weak engagement, making it the most expensive genre in terms of performance. Very expensive reach categories such as documentation and science fiction showed very high engagement rates, leading to a good performance.

seat-tv-analytics-results-day-part

 

seat-tv-analytics-results-tv-genre

 

download-seat-case-study

 

 

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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: TV Analytics Dashboard

Coca-Cola implemented wywy’s TV Analytics code through its agency Carat on its website to measure the effect of the TV commercial on website visits and donations. The analysis focused
on which channel, which day, which hour and which TV show genre (e.g. sports, Turkish series, music, news) drove the highest and lowest engagement.

TV Attribution Results:
wywy’s TV Analytics allowed Coca-Cola to understand which factors drove engagement as a basis for future TV campaign planning. With regards to conversions, the genre of the TV show showed the highest overall effect.

tv-attribution-coca-cola-case-study

 

download-coca-cola-case-study

 

 

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

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TV Analytics Dashboard wywy
The product: TV Analytics Dashboard

This article is about how to track mobile app installs from TV advertising. You might also be interested:

 

The general principle of mobile app attribution for TV advertising
TV ads result in spikes in app downloads and installs following the app-install ad. By comparing the timestamps of the actual TV ad airing times with the app install timestamps these uplifts can be identified and then analyzed. While this sounds straightforward in theory, there are a number of caveats making this manual process cumbersome and and error prone (mentioning a few problems: incorrect post airing logs, static baselines, handling simultaneous TV ads on different channels, more here). TV attribution companies (including wywy) offer solutions to automate this process. That said, there are a few particularities in tracking app installs from TV ads. Whichever solution you choose, ask how your preferred partner handles the below mentioned issues:

Website visits vs. direct iTunes App Store / Google Play Store visits
Many mobile app advertisers mention their website in the TV ad. This could be because the website offers the same functionality as the app (e.g. think of ordering food online) or just because the website includes a direct link to the app stores. While tracking the activity on the website can serve as an indicator on how effective TV advertising is we have seen very large differences in website visit and app download activity. Our experience at wywy shows this dilemma: While one company generated almost twice the number of visits on their website compared to app installs, another company almost had three times the app installs compared to website visits. For a full attribution picture it is paramount to track both website and app install activity.

The download lag time after the app-install TV ad
How long does it usually take you between deciding on installing an app and opening it for the first time? It obviously depends on the time it takes finding the app in the app store, the size of the app and the download speed available to you. While visiting a website is almost instantaneous (maybe taking a few seconds), “visiting” / opening an app for the first time usually takes a couple of minutes. But only on first being opened does the app send back information that it has been installed and starts tracking your usage. While we at wywy usually see 80% of the web traffic coming in the first 90 seconds of the ad, the app installs start “coming in” three to five minutes after the ad. The below image is a real example from one of our client’s TV airings – on the left you see the website traffic immediately rising after the TV ad, on the right you see the app installs starting to rise after about 3 minutes after the TV ad. The website traffic attribution window is just below 5 minutes, the app attribution almost 9 minutes. TV analytics solutions need to know how to handle this lag.

wywy-app-install-tv-tracking

Looking beyond the app install
Unless you are making your money selling the app, the app install is just the first step to get to the in-app conversion(s). Mobile app attribution companies offer solutions to track TV users’ behavior after the app install. The solutions vary quite a bit in sophistication and preciseness. Ideally, you should combine the advantages of a specialized TV attribution provider and a mobile app attribution company to get the best of both worlds. A few companies offer these integrations (e.g. wywy partners with adjust, Appsflyer and Tune).

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

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

White paper: How TV Attribution works

Video training: TV attribution made easy


The product: TV Analytics Dashboard

Ege Yapı turned to their agency Neodigital to find an innovative way of tying TV viewers with the visits on their website to better understand the impact of TV advertising. Neodigital set up the wywy TV Analytics solution for the first time ever in the Turkish market, pioneering the way for measuring TV viewers’ online engagement.

Results of the analysis:
wywy’s TV attribution enabled Ege Yapi to identify easily actionable areas for improvement for future TV campaigns, resulting in double-digit ROI improvement potential, both by optimizing the media plan regarding the TV channel / TV shows and the days.

ege-yapi-optimzation-channel

 

 

 

 

 

 

 

 

 

ege-yapi-optimzation-day

 

 

 

 

 

 

 

 

 

 

download-ege-yapi-case-study

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

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The product: TV Analytics Plugin

TV Analytics Dashboard wywy
The product: TV Analytics Dashboard