Trying to reach these multitasking viewers who keep one eye on the show and the other on social media, advertisers are making up the rules as they go. The ones that watch TV with a second screen are more engaged than those who don’t.
For advertisers, one of the major challenges today is to make the most of their TV campaign by relying on web and mobile channels. In addition to the interactivity with, and between TV viewers, the combination of TV and web makes it possible to respond to distinct marketing goals: if TV seduces viewers and entices them to make a purchase, then switching to online will only intensify this, and make it possible for viewers to make purchases directly. The 30 largest advertisers in e-Commerce are all too aware of this, and even if TV advertising declined during 2012 and 2013 they, nevertheless, increased their investments in TV advertising by 11% over the space of a year (source Kantar Media). To judge the effectiveness of a TV campaign, it is therefore essential for advertisers to measure the performance of drive to web.
Today, automated recognition systems of content developed on platforms such as wywy make it possible to identify the airing of a TV spot in real time. If this information has been immediately correlated with data from a web analytics solution, we can instantaneously highlight and measure the online traffic associated with the spot that was aired.
The advantage of this technological partnership is that advertisers are no longer subjected to the media plan: for example the risk of an incorrect analysis if a last minute change has been applied to the media plan, or a late analysis if the advertiser waits for the broadcast times, often communicated one month later. Analysing the impact that TV ads has on the online world is an extremely accurate procedure carried out in real time. The data measured to analyse the effectiveness of a TV campaign is so rich (the information saved will recognise a visitor should they come back to the site later) that it is often useful to create a dashboard to make the most of all of the data at hand, and make decision-making easier.
Creating a dashboard is an essential step for advertisers to ensure that the measurements of their TV campaigns’ effectiveness are used to help them manage their online strategy as best as possible: implementation, defining KPIs and setting-up dashboards. If the display interface of a web analytics solution provides exhaustive data generated by TV spots, the importance of a custom dashboard is to provide a quick, effective and direct vision of the performance of the TV spots on the second screen:
What additional traffic has been generated by my TV campaign compared to a period without a TV campaign?
Which combination “spot x TV channel x time” brought me the most traffic?
How much did a visit associated with a TV spot cost me?
What is the ROI? How much did I earn through a sale generated by my campaign?
At this stage, consultant assistance is very useful to define a custom dashboard which will guide the advertiser in their off- and online decisions.
In addition to analysing the performance of TV spots on web traffic, online measurements allow advertisers to check that the spot, which has been paid for, is broadcast at the right time. Thanks to the online performance analyses, advertisers can manage and enhance their media plan.
In the era of the second screen, companies must have a better understanding of the challenges associated with the interactivity created between companies and viewers. For advertisers, it is also necessary to rely on solid multi-channel performance analyses.