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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:

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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:

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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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: 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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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: 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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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: TV Analytics Dashboard

37% of TV viewers search online for the product shown during a TV commercial. For its national TV campaign in June 2015, weight loss specialist Atkins Nutritionals used wywy’s SearchSync to strengthen the position as the low carb leader and engage users across screens.

Synchronizing TV and paid search campaigns in real-time allowed Atkins to appear at the number one search result during and directly after the TV commercial was aired, leading TV-inspired searches to the own website.

Results of the post-campaign analysis:

Significant engagement uplift for TV-inspired users

Higher purchase intent with mobile users

 

download-searchsync-wywy-atkins

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More information:
SearchSync-wywy-SuzukiCase study: Suzuki drives website conversions with TV-synced paid search campaigns

amnet-wywy

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

SearchSync-wywy

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

37% of TV viewers search online for the product shown during a commercial break. For the introduction of the new Vitara model, Suzuki used wywy’s SearchSync to help facilitate the consumer journey to conversion. By syncing the TV commercial with the corresponding paid search campaign in real-time, Suzuki owned the top position in the search results immediately after the TV commercial aired.

Results of the post-campaign analysis:

TV ads drive searches

Mobile first!

Customer journey fast-track

 

download-searchsync-wywy-suzuki

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More information:
Atkins-wywy-SearchSyncSearchSync case study: Atkins engages TV viewers across screens

amnet-wywy

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

SearchSync-wywy

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

Experteer used wywy’s TV Analytics to understand its TV campaign’s impact on mobile user behavior and desktop conversions, defined as signups for the premium career service. After Experteer implemented wywy’s TV Analytics code on its website, wywy tracked the TV commercials the instant they aired, allowing Experteer to measure the TV commercial’s effect in real-time.

Results of the analysis:

The mobile conversion rate for TV-inspired users was three times higher than the average conversion rate, the desktop conversion rate doubled.

The analysis also showed the best performing airing slots as well as the optimization potential for different day parts and TV channels:
TV-Analytics-wywy-Experteer-Day-Parts
TV-Analytics-wywy-Experteer-TV-channels

TV-Analytics-wywy-Download-Experteer

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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: TV Analytics Dashboard

Audibene, an e-commerce retailer for hearing aids, used wywy’s TV Analytics to understand the TV commercial’s effect on conversions and to identify the optimization potential of the TV plan to get the maximum conversions with a fixed budget.

After Audibene implemented the TV Analytics code on its homepage wywy tracked the TV commercial’s airings in real-time, allowing Audibene to analyze the TV commercial’s online effect. Thereby the retailer for hearing aids identified the optimization potential of the TV plan on the basis of e.g. the best performing TV channel and day part.

Results of the analysis:

TV Analytics showed that the TV commercial’s airings led to a significant conversion uplift, up to a conversion rate of 130% in one week of the campaign. TV-inspired visits doubled the conversion rate overall, compared to regular visits.

download-tv-analytics-wywy-audibene

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More information:
Case study: Nissan boosts brand awareness with synced TV and online ads

TV Analytics

TV Analytics: Analyzing and optimizing the TV ad’s online effect

TV-Analytics-Plugin-wywy

The product: TV Analytics Plugin

tv-attribution-wywy

TV Attribution: The 5 things you need to know

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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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