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#excelplugin Webinar brought to you by Oct 15 th , 2014 Measurement of TV impact on web traffic & conversion 1 #tatvicwebinar

Understanding the Impact of TV Advertisement on Your Website Traffic

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Page 1: Understanding the Impact of TV Advertisement on Your Website Traffic

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Webinar brought to you by

Oct 15th, 2014

Measurement of TV impact on web traffic & conversion

1 #tatvicwebinar

Page 2: Understanding the Impact of TV Advertisement on Your Website Traffic

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Our speakers

2

Founder & CEO of Tatvic

#tatvicwebinar

Founder & CEO of e-dialog

Ravi Pathak Siegfried Stepke

Page 3: Understanding the Impact of TV Advertisement on Your Website Traffic

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About e-dialog

3 #tatvicwebinar

• Founded in 2003

• 20 employees

• Markets: D-A-CH and CEE, subsidiaries of international companies

• Industries: all which benefit from online marketing

Page 4: Understanding the Impact of TV Advertisement on Your Website Traffic

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About Tatvic

4 #tatvicwebinar

• Leading Web Analytics Consulting Company

• A GA, GTM & Google Adsense Optimization Certified Partner

• Products: Tatvic Excel Plugin, Price Discovery Engine & Anomaly Detection

• Over 3000+ Happy Customers

Page 5: Understanding the Impact of TV Advertisement on Your Website Traffic

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Outline of this webinar

5

Second Screen Effect

Method for Understanding Users from TV

Analysis & Expected Outcomes

Beyond Analytics | ACTIONS | Programmatic Marketing

Post Processing vs. Pre-Processing

#tatvicwebinar

Page 6: Understanding the Impact of TV Advertisement on Your Website Traffic

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Watching TV Yesterday:

6 #tatvicwebinar

Picture Credits: http://www.vintag.es/2012/02/old-pictures-of-die-hard-new-york.html

Page 7: Understanding the Impact of TV Advertisement on Your Website Traffic

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Watching TV Today:

7 #tatvicwebinar

Page 8: Understanding the Impact of TV Advertisement on Your Website Traffic

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Only the Kids? No: Everybody!

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• Looking up information related to TV Program: 34%• Looking up product information for an Ad on TV: 27%• Looking up coupons/deals related to TV Ad: 22%

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Picture Credits: http://www.torsionmobile.com/2012/04/28/second-screen-use-a-rising-trend/Data by Nielsen: http://www.nielsen.com/us/en/insights/news/2012/report-u-s-media-trends-by-demographic.html

Page 9: Understanding the Impact of TV Advertisement on Your Website Traffic

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About $$: Utilize TV Spend better

9

40% of Media Budget is spent on TV (depending on country), therefore

• Measure it‘s effect

• Optimize it: media plan, Ads, placement, time

• Leverage the second screen effect!

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Picture Credits: http://barnraisersllc.com/2012/07/7-best-practices-digital-agencies-doing/

Page 10: Understanding the Impact of TV Advertisement on Your Website Traffic

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Outline of this webinar

10

Second Screen Effect

Method for Understanding Users from TV

Analysis & Expected Outcomes

Beyond Analytics | ACTIONS | Programmatic Marketing

Post Processing vs. Pre-Processing

#tatvicwebinar

Page 11: Understanding the Impact of TV Advertisement on Your Website Traffic

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Current Measurement Landscape

11

Online behavior

Offline behavior

• Interviews• Audience Recall• Audience

Measurement (TAM,TRPs etc)

• Web Analytics tools Data

#tatvicwebinar

Page 12: Understanding the Impact of TV Advertisement on Your Website Traffic

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Limitations of Offline Measurements

12 #tatvicwebinar

• Geographical reach

• Demographic reach

• Sampling errors

• Cost, etc.

Page 13: Understanding the Impact of TV Advertisement on Your Website Traffic

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Current Measurement Landscape

13

Online behavior

Offline behavior

• Interviews• Audience Recall• Audience

Measurement (TAM,TRPs etc)

• Web Analytics tools Data

DIRECT

INDIRECT

#tatvicwebinar

Page 14: Understanding the Impact of TV Advertisement on Your Website Traffic

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What to Measure?

14

• Longevity of Impact of Advert

• Size of Impact of advert

• Any Interesting long term benefit

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Page 15: Understanding the Impact of TV Advertisement on Your Website Traffic

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What to Measure

15

Visitors

Subscribers

Shoppers

Buyers

Repetitive Buyers

Fans

Your E-commerce Funnel

Focus

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Page 16: Understanding the Impact of TV Advertisement on Your Website Traffic

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How to Measure?

16 #tatvicwebinar

Data Unification

• Unify Web Analytics and TV Ad Spots Data

Impact Size

• Statistically measure change in key metrics before and after TV Ad airs

Impact Longevity

• Measure Time Duration for which the change in metric is visible

2

3

1

Page 17: Understanding the Impact of TV Advertisement on Your Website Traffic

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Data Sources

17

TV Advertisement Data

• Timestamp

• Network (TV Channel)

• TV Show

• Duration

• Market (National / Regional)

• Day of week

• Cost, etc.

Web Analytics tool Data

• Returning Users

• New Users

• Organic Searches

• Revenue

DateTime

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Page 18: Understanding the Impact of TV Advertisement on Your Website Traffic

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0

50

100

150

200

250

300

350

400

450

9:0 9:1 9:2 9:3 9:4 9:5 9:6 9:7 9:8 9:9 9:10 9:11 9:12 9:13 9:14 9:15 9:16 9:17 9:18 9:19

Use

rs in

“0

0s

Time In Minutes

Effect of TV Ad Campaign

Effect of TV Ad Campaign - Ecommerce

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Longevity

Impact Size

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Airing started

Upper Limit of Expected value

Page 19: Understanding the Impact of TV Advertisement on Your Website Traffic

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Beware of

19

• Expectations of Boss, Clients

• Data quality issues from Agency

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• Adverts running on multiple Networks at same time

• Combined impact of other media (print)

• Other unknowns that can impact traffic

Page 20: Understanding the Impact of TV Advertisement on Your Website Traffic

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Outline of this webinar

20

Second Screen Effect

Method for Understanding Users from TV

Analysis & Expected Outcomes

Beyond Analytics | ACTIONS | Programmatic Marketing

Post Processing vs. Pre-Processing

#tatvicwebinar

Page 21: Understanding the Impact of TV Advertisement on Your Website Traffic

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Longevity of Impact

• Used statistical technique (paired t-test) to measure the impact duration

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Page 22: Understanding the Impact of TV Advertisement on Your Website Traffic

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Morning Noon Prime Morning Noon Prime Morning Noon Prime Morning Noon Prime Morning Noon Prime

channel1 44% 19% 62% 67% 13% 63% 76% 50% 6% 75% 57% 0% 12% 97% 40%

channel2 80% 68% 0% 13% 12% 57% 0% 36% 97% 59% 60% 67% 0% 99% 78%

channel3 22% 34% 90% 20% 61% 31% 0% 0% 36% 0% 31% 5% 0% 87% 99%

Monday Tuesday Friday Saturday Sunday

Morning Noon Prime Morning Noon Prime Morning Noon Prime Morning Noon Prime Morning Noon Prime

channel1 4 5 4 4 1 1 2 3 3 1 4 NA 3 2 5

channel2 4 4 NA 4 1 4 NA 1 5 2 2 3 NA 2 4

channel3 1 3 3 4 4 5 NA NA 4 NA 2 4 NA 5 5

Monday Tuesday Friday Saturday Sunday

Optimize the Media Schedule

22

No.of Spots of Unique Adverts over a week

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% of relative change for 5 minutes Key Metric

Page 23: Understanding the Impact of TV Advertisement on Your Website Traffic

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Outline of this webinar

23

Second Screen Effect

Method for Understanding Users from TV

Analysis & Expected Outcomes

Beyond Analytics | ACTIONS | Programmatic Marketing

Post Processing vs. Pre-Processing

#tatvicwebinar

Page 24: Understanding the Impact of TV Advertisement on Your Website Traffic

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Post Processing

24

• Provide TV Mediaplan (xls, XML, …)

• Process Data after collection

• Reports available after

– 4 hrs (Google Analytics Premium)

– 1 – x days (Google Analytics, logfiles, other tools)

• Allows to optimize next TV Flight

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Page 25: Understanding the Impact of TV Advertisement on Your Website Traffic

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Realtime Processing

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• Detection

o Provide Mediaplan in advanceo Problem: Mediaplans are not very accurate and on air time can

change spontanously

o Detect ad in the moment when it gets broadcasted Via Image and Sound recognition

• Processing

o In realtime detection and reporting

o Immediate chance to react!

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Page 26: Understanding the Impact of TV Advertisement on Your Website Traffic

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Reports by TV Channel

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• Traffic and Engagement Rates like Bounce rate, Pages/Visit or Visit duration

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Picture Credits: Webtrekk

Page 27: Understanding the Impact of TV Advertisement on Your Website Traffic

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e-commerce and placement details

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Details also on• Channel• Ad / Creative• Ad Block (programm, show, movie)• Presence of competitor in same block

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Page 28: Understanding the Impact of TV Advertisement on Your Website Traffic

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Better have second-granularity

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• Details (in German): http://www.e-dialog.at/blog/tv-tracking-die-wirkung-von-tv-werbung-auf-online-traffic

• To destinguish more than one spot within a certain timeframe the tracking system should be capable to provide data based on seconds

• Otherwise traffic can not beattributed to the rightplacement (only to thechannel „TV“)

Picture Credits: Webtrekk

#tatvicwebinar

Page 29: Understanding the Impact of TV Advertisement on Your Website Traffic

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Outline of this webinar

29

Second Screen Effect

Method for Understanding Users from TV

Analysis & Expected Outcomes

Beyond Analytics | ACTIONS | Programmatic Marketing

Post Processing vs. Pre-Processing

#tatvicwebinar

Page 30: Understanding the Impact of TV Advertisement on Your Website Traffic

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We need to be there, right now!

30 #tatvicwebinar

Picture Credits: pr_ip Primus Inter Pares https://secure.flickr.com/photos/35889705@N04/8244170737/

Page 31: Understanding the Impact of TV Advertisement on Your Website Traffic

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1: Search: Google AdWords

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• Get all the searches for brand and product or service!

• Increase budget during TV spot and further 30 mins tremendously!

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Page 32: Understanding the Impact of TV Advertisement on Your Website Traffic

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2: Display

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• Your Ad needs to be on any publishers site, where your audience might surf during the commercial break

– Publishers

– Social networks

– Webmail

• Solution: Trigger campaign via RTB/RTA for 10-30 minutes

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Page 33: Understanding the Impact of TV Advertisement on Your Website Traffic

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3: Your Homepage

33

• During the ad (+30 mins) your Homepage should communicate nothing but the ads message

• Trigger via TV Tracking, publish programmatically

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Picture Credits: https://www.gliffy.com/examples/wireframes

Page 34: Understanding the Impact of TV Advertisement on Your Website Traffic

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Use your competitors Money!

34 #tatvicwebinar

• Trigger all of the above, WHEN YOUR COMPETITOR spends a lot of money on TV and people search for services, that you also offer!

• Realized via live detection and programmatic tools.

Page 35: Understanding the Impact of TV Advertisement on Your Website Traffic

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Ravi Pathak

Tweet us @Tatvic

#tatvicwebinar

Thank You!

Siegfried Stepke

Tweet us @e_dialog

Watch the full Recorded Webinar Video