is now part of

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effectiveness measures such as call logs of special TV numbers, the usage of special URLs, special TV coupon codes have been replaced by the new reality of measuring uplift in website visits, conversions and app downloads.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

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

Overview:

 

Step 1: Define your sync strategy

Your goal is to create a seamless story across screens. This starts with choosing the corresponding creative and message for your website. If you advertise a green Seat Ibiza model on TV, show the same model on your website so TV-inspired visitors immediately connect the two. As a majority of TV-inspired visits probably will use their smartphone to access your website, make sure that your mobile version is in sync as well.
SiteSync-wywy

 

Step 2: Set up your sync campaign

wywy’s TVSync® technology automatically detects your TV ad the instant it airs and sends off a trigger to your website. This trigger needs to be processed in real-time and most content management systems unfortunately do not offer real-time updates. That’s why wywy offers its own Javascript solution where you need to implement a line of code on your website. Alternatively, wywy offers platform integrations with Adobe Target, Maxymiser and Optimizely where you set up an A/B campaign, with A being the default page and B being the synced page. wywy will automatically trigger the B campaign in real-time. We offer detailed step-by-step guides for each platform integration, just reach out to us.
Platform integrations:

Adobe Target
maxymiser
Optimizely
VWO

 

Step 3: Compare synced and non-synced campaigns

Each A/B testing platform allows you to define goals. Choose an engagement goal such as page views, time spent on site or similar to see how TV-inspired visits compare to regular visits.

In case you have any further questions do not hesitate to contact us:

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More information:
wywy-SiteSyncSiteSync: Product information

SiteSync-wywy-HyundaiSiteSync case study: Hyundai drives website conversions

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

 

Please also watch our video training, to learn more about TV Attribution.

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

Experteer-teaser

TV Analytics study: Experteer identifies best performing TV airing slots

TV Analytics Dashboard wywy
The product: TV Analytics Dashboard

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

Questo articolo in: Deutsch | English | Français | Türkçe
TV-Analytics-wywy-website-visitsPer la prima volta, grazie all’uso del second screen (mobile, laptop, tablet) è possibile misurare in tempo reale l’impatto degli spot televisivi in quanto parte dei telespettatori visitano il sito web dell’inserzionista pubblicitario proprio dopo la diffusione dello spot. Infatti, secondo i nostri dati, circa l’80% dei contatti si verifica nei primi 90 secondi.

È possibile misurare tale impatto con un semplice strumento di analisi web.
Per settare il tracking di uno spot televisivo, occorrono essenzialmente 2 cose:

1. uno strumento di analisi web per attribuire in modo appropriato il traffico proveniente dallo spot pubblicitario alle KPIs del vostro sito. Alcuni strumenti di analisi web offrono già un modulo extra apposito per la pubblicità televisiva. Tra questi per esempio Google Analytics.

2. informazioni accurate sul flight della campagna televisiva. Non possiamo basarci sul piano media in quanto differisce sempre alcuni minuti dalla fattiva messa in onda dello spot televisivo. In base allo strumento di analisi web usato, si possono avere delle informazioni in real time oppure a posteriori via csv.
Una volta che lo spot televisivo va on air, in un primo step lo strumento di analisi web identifica le visite con un tag specifico chiamato “spot TV” per un dato arco di tempo. Il tempo di attribuzione di solito varia dai 3 ai 7 minuti. Secondo le nostre ricerche in media più del 95% delle visite, dovute ad uno spot televisivo, avviene nel corso di 5 minuto dalla messa in onda.

In un secondo step, grazie agli strumenti di analisi web è possibile infine “differenziare” le visite abituali da quelle avvenute dopo lo spot pubblcitario: al traffico così complessivamente ottenuto verrà sottratto quello di base. Il delta rimanente è l’incremento del traffico dovuto allo spot TV. Il traffico di base è quello “abituale”, come per esempio quello calcolato minuti X prima della messa in onda dello spot. È importante sottolineare che non vi è alcuna attribuzione a livello del singolo utente (in quanto ad oggi non si può verificare con certezza assoluta se l’utente stia realmente guardando la TV) ma a livello aggregato. L’analisi statistica “separa” gli utenti calcolando il delta fra il traffico normale e quello pervenuto durante la pubblicità televisiva.

Una volta determinato l’incremento, è necessario confrontare questo dato con l’investimento televisivo ed ottimizzare, se necessario, il piano media. È possibile confrontare gli spot, i tempi di messa in onda, come anche i canali ed individuare dunque quale performa meglio.
Quando si analizza l’impatto di una campagna televisiva sulle KPI del proprio sito, è importante tenere conto di quanto segue:

1. Non tutti gli spettatori visitano immediatamente il vostro sito web. La parte di branding della pubblicità televisiva, vale a dire per es. lo spettatore riconosce il marchio, non può essere misurata con questo metodo (gli inserzionisti di solito usano a tal proposito un cosiddetto day-after recall – DAR test, ovvero un “test effettuato il giorno successivo all’uscita di una campagna per misurarne il ricordo ed il livello di comprensione”). In tal senso si posso fare solo delle ipotesi.

2. Ci possono essere delle interdipendenze tra tempo di messa in onda, spot e canali. Un unico confronto potrebbe non tenere conto di queste connessioni – per poter trarre delle conclusioni valide dal punto di vista statistico occorre prendere in analisi più passaggi.

3. Spesse volte i telespettatori hanno più punti di contatto con il vostro sito.
Anche se un telespettatore interagisce immediatamente con il sito web (vedi punto 1), spesso ciò non porta alla conversione desiderata (ad esempio iscrizione newsletter, acquisto, ecc.). È possibile che l’utente visiti il sito 3 giorni dopo (a meno che non abbiate una soluzione di advertising cross-mediale e multiscreen), magari dal computer di lavoro. In tal caso verrà dunque considerato come nuovo utente.
Il telespettatore potrebbe cliccare sul vostro annuncio pubblicitario anche alcuni giorni dopo, proprio perché si è ricordato dello spot Tv che ha visto e vorrebbe avere più informazioni. Anche in questo caso verrà considerato come un nuovo utente. L’effetto di branding, determinato dalla pubblicità televisiva, può essere intercettato attraverso un adatto modello di attribuzione.
Per maggiori informazioni, leggere il nostro White Paper sull’attribuzione alla TV (in inglese).

Noi di wywy possiamo aiutarvi a settare un monitoraggio della vostra campagna televisiva e ad ottimizzare dunque i vostri investimenti. Vi forniamo dei dati accurati sui passaggi dello spot in tv integrandoli nello strumento di analisi web da Voi scelto. I nostri dati possono essere integrati in tutti i più comuni strumenti di web analytics, come ad esempio, Google Analytics e Adobe Analytics. Se non avete uno strumento di analisi web, possiamo aiutarvi a settarne uno. I nostri dati possono essere usati anche in combinazione con i vostri strumenti di business intelligence per una corretta modellazione di attribuzione.
Per ulteriori informazioni, non esitate a contattarci!

 

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

TV Analytics Study: Audibene identifies TV plan’s optimization potential
(in inglese)

tv-attribution-wywy

TV Attribution: The 5 things you need to know
(in inglese)

Video training: TV attribution made easy
(in inglese)