is now part of

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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Victor Castello


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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

TV attribution is hard as you do not have any direct tie (e.g. a click) between the ad and the viewer interaction. Due to the direct tie, digital campaigns can be tracked quite easily on a user basis. For TV attribution, you need to build your own model based on the airing time of the commercial and the web/app traffic of the TV advertiser (here is a general introduction on how it works).

The basic principle of calculating a baseline and attributing the uplift to a particular airing is quite simple. The hard part is to automate what the human eye can do with intuition, i.e. interpreting a visual traffic flow chart by determining a variable baseline and a variable attribution window for each airing. We have seen many clients using simple automated models with fixed attribution times and fixed baselines which oftentimes recommend the complete opposite of what they should.

Today we did a massive update to our attribution algorithm, the next milestone on our path to providing the best TV attribution possible. It automatically detects anomalies in web traffic (let’s say there is a mention on TV which sends thousands of people to the website within minutes), understand fluctuations in uplifts (let’s say some viewers visit your website right after your ad starts, some just at the end of the ad, creating two traffic peaks for one airing), and handles fast rises and falls in general website traffic beautifully. This allows us to better determine the variable baseline and variable attribution window for each airing. Below you’ll find a picture illustrating this.

wywy-tv-attribution-model

The beauty of the new algorithm lies in the fact that it does not build upon “typical” patterns, making it one of the industries’ most accurate solutions. You might have heard of many typical patterns such as:
During primetime, we typically have double the traffic than during the afternoon. We typically sell double the amount on the weekend than on an average weekday. On average, TV viewers visit our website up to 5 minutes after the airing.

While all of these statements might be true, going with typical patterns does not cut it when it comes to attributing website/app traffic and conversion down to each single airing. Why? Because you might have heard these statements as well:
Yes, Monday was a holiday, that’s why traffic was slow. We kicked off our massive online campaign last week, that really boosted traffic. We sent out our newsletter to 3 million people at 11 AM yesterday.
If you rely on typical patterns, you need to (most likely manually) account for all atypical events.

What does combining our real-time detections with our updated attribution model mean for you? Real-time optimization of your TV campaign with industry-leading accuacry you can rely upon. Reach out to us to schedule a demo.

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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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Melanie Eckl


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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