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
10
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
17
INSIGHTS
Quantify BENEFITS
Justify INVESTMENTS17
Increase BENEFITS
Improve WORTH