Tv online-impact
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The document discusses how TV advertising can impact online search traffic and ways to optimize TV ad campaigns. It notes that attribution modeling is important to understand the relationship between offline TV ads and online outcomes. The document presents results of a study for a client which found that airing one TV ad per hour was the optimal ad frequency for generating online traffic. It concludes that performance measurement of offline TV campaigns is possible and that savings from optimization can be reinvested digitally.
Tv online-impact
- 1. TV advertising effect on search traffic @earendarczyk
- 2. Nice to meet you! Joined NetBooster from Google Directed French SEO team NetBooster Group offer Appointed Head of NetBooster Premium in November 2012 Group Strategy Committee Member 2 | Copyright NetBooster Group
- 3. Agenda 3 Main digital trends in 2014 It all goes down to attribution modelling Can we bring performance to offline campaigns? | Copyright NetBooster Group
- 4. The number of touch-points dramatically increased 4 | Copyright NetBooster Group
- 5. through different channels 5 | Copyright NetBooster Group
- 6. ... And cross border or social categories 6 | Copyright NetBooster Group
- 7. So where should you spend more? Should I spend more on TV? Or try to gather better reviews? 7 | Copyright NetBooster Group
- 8. In this context, TV is the main centre of cost 8 | Copyright NetBooster Group
- 9. So we asked ourselves what if we tried to bring some performance in TV ad campaigns? 9 | Copyright NetBooster Group
- 10. Is Day parting relevant? The graph clearly shows a higher impact around lunch time. 10 | Copyright NetBooster Group
- 11. Is seasonality relevant? The graph clearly shows a higher impact around lunch time. 11 | Copyright NetBooster Group
- 12. Whats my optimal TV ad spend? In this NetBoosters study made for 1 client, 1 TV ad per hour was the right ad pressure for best online traffic impact. 12 | Copyright NetBooster Group
- 13. Sometimes, the news is less good! 13 | Copyright NetBooster Group
- 14. Further considerations on time lag 14 | Copyright NetBooster Group
- 15. What should I do with the budget I gained from the study? 15 | Copyright NetBooster Group
- 16. Where should I invest then? 16 | Copyright NetBooster Group
- 17. Todays takeaways - An offline campaign does not mean you cannot check its performance all the way down to conversions - There is budget you can save and reinvest in digital campaigns with a CPA / ROI objective 17 | Copyright NetBooster Group
Editor's Notes
- One thing we know for sure is that we need to be present everywhere in the funnel because if we dont there are chances that the internet users dont see us and buy another brand example in the automotive industry (Kristoffer)
- So if I need to be there, how to I split my marketing budget?
- However this is the medium where we lack performanceAnd its not digital yet (SMART TV is a long way)The main KPI is GRP and youre not sure who youre hitting at the end
- Ads per hour (aph)Visits brandNew visits brandNew visits directVisit direct
- Participants were divided into three groups. Within the groups, half of them viewed two 15-second ads, and half of them viewedtwo 30-second ads.To assess recall, participants were surveyed within two days of viewing the ads.
- Participants were divided into three groups. Within the groups, half of them viewed two 15-second ads, and half of them viewedtwo 30-second ads.To assess recall, participants were surveyed within two days of viewing the ads.
- - GDN and YouTube impressions in multi touch rep.- Improved segments incl. cohorts- Audience data (socio-demographics) from DC- BigQuery integration on hit-level data