The performances of a brand-oriented media
The performance and the advertisers
Historically, TV is a medium that was serving the interests of brand-oriented advertisers, focused on their brand image and not on their performance. It seemed difficult, even impossible, to advertisers to precisely measure the impact of a TV campaign on their business – they could hardly observe the evolution of the in-store purchases following a campaign.
Luckily, digital, then mobile appeared, and with them new behaviors, like the multitasking (the use of a second-screen while watching TV). It widens the field of possibilities for measuring the online impact of TV campaigns, spot-to-spot.
Our tech team has developed powerful algorithms, that quantify the incremental traffic of a TV campaign and even its influence on the advertisers’ KPIs. That’s how pure players, used to monitor KPIs in digital, began considering TV as an acquisition channel to boost their business and not only a mass media useful to impose their brand image.
Performance as the campaign main objective
Performance figures as one of the main objectives of a TV campaign for most advertisers; some want to gain in visibility and decide to follow the number of visits on their website, others are only interested in their notoriety and get more info on the audience they reach, and some others want to measure the online impact of their TV ads, their campaign’s performance.
Those KPIs must be chosen upstream, to follow precisely the performance of a campaign, and better optimize afterwards, if necessary.
Measuring the performance of your TV campaign
Measuring the direct engagement
By “measuring the direct engagement”, we mean measuring the TV-viewers’ instant reaction, on the advertiser’s website, his app or even a call center.
There’s actually no conversion yet, but the TV-viewers clearly show their interest for the advertiser, its brand and products. Conversion comes next, and it is also possible to track it thanks to other KPIs.
Conversions happen next. They’re different from an advertiser to the other, but are often pretty similar. An advertiser will be able to follow the newsletter’s subscription, the account’s creations, the purchases made, the application’s downloads…
Conversions are one of the advertisers’ main preoccupation, because they allow them to precisely measure the ROI of a TV campaign.
To go further
When following those KPIs, advertisers get a global vision of their TV-viewers’ customer journey, and they can follow their actions on the website. On which page do they spend the most of their time? Which pages do they visit? What is their bounce rate? Did they come and visit the website more than one time? Were they adding things to their cart but not buying them?
These are vital information if you want to know your audience better and enhance the customer experience. The more info advertisers have about their audience and the way they act, the more they’ll be able to custom the message they’ll address them, in a retargeting campaign for example, or even for a future campaign or to measure the global effect of a campaign.
Measuring the indirect engagement
More than measuring the direct impact of a TV campaign, which occurs in the minutes following a spot, it is possible to get a precise idea of its indirect impact. We are measuring here the incremental traffic generated in the long-run by a campaign, also known as the “halo effect” of a campaign.