Market View

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


Overview:

 

Today, 84% of TV of smartphone and tablet owners use their mobile devices as Second Screen while watching TV and 27% look up product information online after watching a TV ad. As a general rule of thumb 90% of website visits happen in a 3 minute window after a TV ad’s airing, resulting in huge peaks in website traffic and allowing TV Analytics an exact measurement of each individual TV ad airing.

What is measured?

TV Analytics measures the direct effect of a TV ad’s airing on the advertiser’s website KPIs. By looking at the visible uplifts in visits and conversions, advertisers can analyze how much they pay for a conversion and what time, day, spot and TV channel work best. Thereby, they learn where they can get the maximum out of their budget.

How does TV Analytics work?

tv-campaign-tracking-infographic-wywyThe basis for the TV campaign tracking is an analytics tool that properly attributes the TV traffic to the website KPIs. For the analysis, the TV-inspired uplift of website visits is measured by looking at the overall traffic and then subtracting the baseline traffic. The baseline represents the “regular” website visits that happen X minutes prior to the TV ad’s airing. The traffic uplift shows the TV ad’s impact on website visits.

What is important in selecting an analytics tool?

The basis for any analysis is the underlying data. If your data is incorrect, you get misleading results at best, wrong results at worst. Check the tool for:

Accurate airing times:
Knowing the exact airing time of a TV ad is essential, as it allows the advertiser to determine the correct attribution window for the TV airing. Only by distinguishing the airing times, advertisers can see whether the visit or conversion uplift was caused by a TV ad or e.g. another advertising channel. Airing times can be collected by:

  1. Looking at the booked airing times in the schedule. This method delivers mediocre results at best as planned and actual airing times vary on average by at least 5 minutes. With shorter attribution windows (e.g. 3 minutes), the large variation in airing times become a problem.
  2. Receiving them from the TV channels several weeks after the TV ad’s airing. This method delivers accurate results with the drawback of having to wait weeks for results. As it becomes necessary to reprocess the web traffic data for the analysis and many web analytics tools (such as Google Analytics) do not offer this, specialized cross channel attribution tools (offering TV attribution as part of their package) come into play.
  3. Using a TV Sync-technology that recognizes the TV ad’s airing in real-time and sends the data to an analytics tool automatically. This allows to process the data directly, thereby getting immediate insights. Existing web analytics tools (such as Google Analytics or Adobe Analytics) can incorporate the data with some manual work involved, specialized TV Analytics tools have predefined reports readily available.

Accurate attribution:
Sophisticated algorithms are the basis for measurement with superior accuracy.
The algorithms calculate:

  • An individual attribution window per TV ad airing
  • An individual baseline per TV ad airing
  • The correct attribution when TV airings overlap
TV-Analytics-wywy-Sophisticated-Attribution-Algorithm

This superior accuracy is important, as:

  • A separate calculation of attribution times secures that TV-inspired website visits are not cut off, when the attribution time of one ad is longer than the other. E.g. the website of the product being promoted in the first place of a TV commercial break usually gets more visits than the one being promoted last – just seconds before the exciting movie casts its spell over us again.
  • A separate baseline calculation per TV ad is important to analyze the exact impact of each ad, as website visits for example are usually higher in the evening than in the morning.

Channel Coverage:
The measurement should cover all relevant TV channels where the TV ad airs, so you receive the complete results of your TV campaign analysis.

How can I optimize my TV ad ROI?

There are several different ways (which can be combined) to get the most out of your campaign:

  • Test different TV creatives and check, which one works best. Then only air the best performing creatives, similar to what you do for banners and search ad texts.
  • If you haven’t fully committed your budget yet, take a small part of your budget (e.g. 30% of the total spend) as a test budget. Analyze the online-impact of the TV ads (which channels, time of day, weekdays work best) and then spend the rest of the budget on the best performing channels and times.
  • In case your budget is already committed, shift your budgets within the TV Networks (e.g. to earlier in the day, to specific weekdays,…) based on your analysis.
  • Plan your entire TV campaign programmatically: Instead of committing fixed budgets, use Programmatic TV platforms to continuously optimize your TV buy.

 

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Victor Castello