TV advertising effect on search traffic

@earendarczyk

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

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Agenda Main digital trends in 2014 It all goes down to attribution modelling Can we bring performance to offline

campaigns?

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The number of touch-points dramatically increased…

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… through different channels …

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... And cross border or social categories

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So where should you spend more?

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Should I spend more on TV?

Or try to gather better reviews?

In this context, TV is the main centre of cost

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So we asked ourselves … what if we tried to bring some performance in TV ad campaigns?

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Is Day parting relevant?

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• The graph clearly shows a higher impact around lunch time.

Is seasonality relevant?

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• The graph clearly shows a higher impact around lunch time.

What’s my optimal TV ad spend?

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•In this NetBooster’s study made for 1 client, 1 TV ad per hour was the right ad pressure for best online traffic impact.

Sometimes, the news is less good!

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Further considerations on time lag

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What should I do with the budget I gained from the study?

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Where should I invest then?

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Today’s 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

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@earendarczykwww.netbooster.co.uk