How to drive your TV investments performance Discover how TV - - PowerPoint PPT Presentation

How to drive your TV investments’ performance

Discover how TV attribution can boost your business

The TV attribution platform for measuring the impact

• f TV & Radio advertising

+450

clients

+2 000

campaigns analysed

EMEA

Coverage

Who are using TV Analytics?

Few examples…

What do you need to do?

Create a unique currency for media measurement & optimisation

How TV campaigns are often run?

01

Using GRP data to purchase TV spots

02

Lack of spot detection

03

Lack of attribution

• n your web traffic
• r brand recall.

04

Lack of profiling analysis of the TV campaign engaged audience

The issue : the lack of data visibility in TV

No KPIs Is Data on targeted audience and investment but no data on engaged performance Many KPIs Is Measurable digital Investment with data on performance

Dig igita tal VS VS tele levis ision ion

x2

A brand recall impact twice as strong as the one from digital ads**

+90%

• f brand see an impact on

their digital investment * BRANDING PERFORMANCE

StudieshaveshownthatTVadshave multiple impacts​

*Admo.tv study on 810 000 ads between 2017 & 2018 / **Study Bain Insights for Forbes, “To Keep A Consumer Brand Top Of Mind, Consider Old-School Advertising”, Feb 2017 /

With TV analytics we can now

01 02 03 04 Detect

in real time the airtime of your TV and Radio spot

Measure

the increased visits generated by your TV spots on your website and app

Attribute

the conversions generated by your TV spots

Analyse

the engaged audience due to your TV spots (socio-demo, geos...)

05 Amplify

your conversions by synchronising your SEM & retargeting

Our ad detection technology

We develop an algorithm that creates live recognition of audio & video fingerprints.

Real Time Competitors Context

Detect 01 Attribute Analyse 02 03 04 Measure Amplify 05

BACK

V I S I T S T I M E 2 0 4 0 6 0

03 04 05 01 02 Detect Measure Attribute Analyse Amplify

BACK

Why measure visits brought by TV?

Discover how TV impacts your online performance & how you can improve it

What impact does TV advertisement have on your

• nline performance?

How to optimise your media planning according to your goals?

How many visits per:

• Channel
• Days
• Day parts
• Spot versions

How to measure TV visits?

02 03 04 05 01 Detect Measure Attribute Analyse Amplify

BACK

01

Tag your website

02 Study of the evolution of your

traffic in r real eal time, second by second V I S I T S T I M E 2 0 4 0 6 0

How to measure TV visits?

02 03 04 05 01 Detect Measure Attribute Analyse Amplify

BACK

01

Tag your website

02 Study of the evolution of your

traffic in r real eal time, second by second

03 Extra

trapo pola lati tion

• n of your

r website’s organic traffic in real time V I S I T S T I M E 2 0 4 0 6 0

02 03 04 05 01 Detect Measure Attribute Analyse Amplify

04 Quant

antify the incremental visits between the baseline and actual traffic

01

Tag your website

02 Study of the evolution of your

traffic in r real eal time, second by second

03 Extra

trapo pola lati tion

• n of your

r website’s organic traffic in real time

How to measure TV visits?

V I S I T S T I M E 2 0 4 0 6 0

What can you do thanks to TV attribution?

Follow conversions brought by TV and leverage this audience in your digital actions. V I S I T S T I M E 2 0 4 0 6 0 What impact does TV advertisement have on your online sales ? demo request? subscriptions ? How many conversions per channel, days, day parts and spot versions? At what cost? Where has your TV ad generated the most engagement from your target?

03 04 05 01 02 Detect Measure Attribute Analyse Amplify

BACK

How to identify your TV visitors? 03 04 05 01 02 Detect Measure Attribute Analyse Amplify

• User-centric attribution of the TV impact
• Probabilistic approach with high accuracy
• Identification of TV visitors based on more than

40+ criteria

• Average margin of error of less than 5%

V I S I T S T I M E 2 0 4 0 6 0

64

TV VISITS

• device
• browser
• response time
• rebound
• …

Discover who are your TV engaged visitors

Is your panel of TV-engaged visitors similar to your purchased GRP or your online target? V I S I T S T I M E 2 0 4 0 6 0 Women : 23% Men : 77% Parents : 66% No children: 34% SEO : 73% SEA: 27% #1 Shopping & Fashion

#2 Travel

#3 Technology

04 01 02 03 05 Detect Measure Attribute Analyse Amplify

BACK

Export of the TV segment that is sent to your Facebook, Google Analytics or DMP Analysis of TV-engaged visitors according to their socio-demographic profiles and interests.

Amplify your TV conversions

Synchronise your SEM – Retarget your TV-engaged-audience

Boost

05 01 02 03 04

your TV acquisition by increasing bids during your TV ad airing. your brand and ensure higher

• r better

rankings on Google Ads. your searches generated by TV ads of your competitions. your TV engaged- audience to your advertising during their

• nline journey.

your landing pages of your TV- engaged- audience to offer them a tailor made experience. Protect Maximise Retarget Personalise

Detect Measure Attribute Analyse Amplify

BACK

• Unification of video budget
• Admo.tv developed the tracking for VOD
• Cross tracking between VOD and Linear TV
• BRAN

AND

• WEBSIT

ITE

• AP

APP STRAT ATEGICAL CAL RECOMM MMEN ENDA DATIONS S

BACK

What’s next ?

Analyse the global impact of your TV & VOD investments

Whatwelearnedafter:

• 4 yearsof TV analyticsand
• 2000 TV campaignstracked

TV Main Figures

37

Visits per spot (direct + indirect)

+250k

Ads tracked

GRP £ 10M

TV visitors (direct + indirect)

£18

Cost per visit (direct + indirect)

33%

Direct vs indirect visits repartition

Scope: 60 non pure player advertisers, with a natural traffic inferior to 100 visitors/minute, having calculated the indirect effect of their campaign

Key Indicators Global Data Branding Indicators

£

TV Main Figures​

TV KPI:

Cost per direct visit (all type of advertisers): £20 Cost per direct visit and indirect visit: £8 CPM: £1.6 Direct Email

£16 - £24

Social Media

£12 - £20

Display

£32 - £40

Paid Search

£12 - £20

TV KPI against other media

4 keys insights about the online impact of TV ads in the UK

Scope : 150 000 spots tracked between September 2018 and June 2019.

For Pure Players

15s ads is the best

performing format VS For Brick & Mortars

20s ads is the best

performing format Impact on Ad Positioning

+30% more visits

when the slot is delivered immediately after the end of the TV program

Impact of Sponsorship

+ 20 to 40%

more visits

During Peak Time vs

• ther day parts

+ 18% more

visits/spot on Sunday

for bricks & mortar’s advertisers vs the average day of the week

Objective: Measuring TV impact on website. Results: 47% increase in traffic due to TV

Case Studies: How TV Analytics can impact your campaigns?

Objective: Maximising

• nline traffic and ROI.

Results: -60% decrease in cost per vist 4 times more visits per spots. Objective: Improve return

• n Ad spend

Results: -63% decrease in cost per conversion

• 45% decrease in visit

Au Automotive Client nt

Worki rking with Ad Admo.tv

• .tv since 2018

18

Telecom Clien ent

Worki rking with Ad Admo.tv

• .tv since 2018

18

Finance nce Client nt

Worki rking with Ad Admo.tv

• .tv since 2018

18