increase marketing succes with tv commercial tracking
DESCRIPTION
TV ad vs online impact is the Pink elephant in the room. TV commercial tracking quantifies the impact of TV advertising on your online channels. This helps you to justify investments and improve performance of your marketing efforts. Webtrekk offers TV Trekk to do just that.TRANSCRIPT
Fred PellenaarsCountry manager Benelux
#deliveringdigitalhappiness
Bow to the KingIncrease marketing succes with
TV commercial tracking
Dmexco 2014
COSTS BENEFITS
ROI
(WORTH)WHAT WE GIVE
(INVESTMENT)
WHAT WE GET
(RETURN)
“ROI IS KING”
CMO´s confidence in effectiveness
Source: 2013/2014 CMO Insights Survey report, Accenture.
Cost of one 30 second TV ad prime time: > € 50k
Producing costs, film set costs, internal costs.
Budget TV commercial campaign, avg. 50k- €500k
Justified investment ? What is the benefit?
Hope for the best…
Investing in a TV Commercial
Concept of TV commercial tracking
What you need to get started
1. High end analytics platform that can also include TV related data
2. Accurate TV commercial airing data
3. Involvement from both online offline marketing teams
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Spot related
Spot related
timet0 t0 + X minutest0 - X minutes
Traffic
TV Spot
Brand Search
Direct Entry
Newsletter
Campaign
Traffic
Measuring impact TV commercials with TV Trekk
© 2013 Webtrekk GmbH14.09.201412
© 2013 Webtrekk GmbH14.09.201413
© 2013 Webtrekk GmbH14.09.201414
Analyzing: Traffic and Behavior
© 2013 Webtrekk GmbH14.09.201415
Analyzing Conversion
Use insights to optimize
Based on the insights (traffic, behavior, conversion)
© 2013 Webtrekk GmbH14.09.201416
Optimize TV Media Plan Optimize TV ad
Optimize usability Align marketing approach
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INSIGHTS
Quantify BENEFITS
Justify INVESTMENTS17
Increase BENEFITS
Improve WORTH
