Which TV commercial worked for you
Television of the future:
The TV commercial is not dead - if it can be helped by online
However, TV cannot be used for return channels. Attempts to link TV and smartphone directly with one another have not met with widespread acceptance.
It is enough to pay attention to Google. Targeted search queries can be massively pulled up via TV spots. Here the connection is very clear - even without a technical link. According to analyzes such as the Screenforce study by TV marketers and by Dentsu Aegis TV advertising influences the search volume of brands on the Internet to more than 17 percent - no other media type achieves comparable values. In the first three to eight minutes after the commercial has been broadcast, the search volume increases massively - because then the viewers on the sofa increasingly use tablets or smartphones, google for the terms just advertised or call up the communicated landing page. Knowing exactly to the second which spot is running when and where, above all, also means knowing when it will result in peaks in search behavior. And it is precisely to these fluctuations that we can react with online campaigns in order to pick up the traffic directly.
The question arises whether the costs are in a healthy proportion.
Those who concentrate on the big stations with their spots achieve a high net reach, but of course that costs accordingly. Compared to the high costs of a TV campaign, low investments in the better integration between TV and online bring significantly better results. For the first time we can measure the performance of TV campaigns in real time: Do the spots on this channel and at this time really cause the desired peaks in online search queries? If necessary, a TV campaign can then be optimized in a data-driven manner. Of course, the results depend on a number of criteria and therefore differ significantly. But a study of the Advertising Research Foundation (Note: The ARF has been an institution in the US advertising market since 1936) has shown that the so-called "clicker effect" is extremely high. According to the study, the ROI increases by an average of 60 percent with a coordinated TV-digital mix. Integrated TV radio or TV print campaigns, on the other hand, only achieve increases of an average of 20 percent.
Is an online campaign specifically tailored to the TV spots required?
This is not rocket science. In order to extend a TV spot online, it has to be converted into images and text and played out according to the times when the spots were broadcast. This is quite easy for Adwords campaigns within Google's search and also for social media. Display ads may be a bit more complex, but they can also be controlled relatively easily and precisely in terms of time. At the same time, spots can of course also be extended as a moving image version on YouTube. It is also important where the TV spot is placed within the advertising block. First and last placements in the advertising block are much more memorable, which is clearly reflected in the subsequent online searches.
The question arises, how big must the advertising effort on the web be in order to extend TV spots synchronously on the web? Small budgets are enough here, right?
In principle, no additional budget is required. Often it is enough to shift the existing online budget. In general, the amount of the respective budget for TV or online depends on the campaign goal. In principle, well-known rules continue to apply. A new product launch in highly competitive markets requires more budget than maintaining an established brand. It is also necessary to orientate yourself towards the competition's advertising. As a rule of thumb, five to ten percent of the TV budget should be redirected to online advertising in order to set up an efficient TV sync campaign. This optimization can and should therefore be carried out by every advertiser who is active on TV. It is inherently logical, especially for brands with an e-commerce focus: As soon as a call-to-action is communicated online, it goes without saying how relevant the intelligent interlinking of the two campaigns is.
TV flights often run for two weeks, followed by a four-week break. Does this also apply to synchronized campaigns?
The mechanics are similar. Since the full advertising effect only develops after a few TV contacts with the target group, the sync campaigns should not start directly at the beginning of a new TV campaign, but a little later. How long a spot needs to achieve its full effect and to fulfill the task, depends above all on the objectives of the campaign: Is the brand in the foreground? Should a new product be introduced or should the spot promote the sale of a well-known product? If a lot of information has to be conveyed, it requires more time and more TV contacts than when it comes to quickly recognizing the brand. It should also be noted: Pure TV image advertising only has an indirect effect on online traffic. Sales-oriented spots, on the other hand, immediately increase search queries. The control of the synchronized digital campaign is automated and follows the well-known optimization mechanisms: The GRP level on TV must correspond to the online advertising print. If the TV advertising pressure is high, it should also be online. How many TV campaigns already have a sensible online and search approach? In order to give valid figures here, all campaigns would have to run via Hurra.com - which unfortunately is not the case. However, the fact is that, according to Nielsen Media Research, almost four billion euros in TV advertising expenditure in 2017 was accounted for by e-commerce-focused markets - and the area continues to grow. An estimated one third of all TV campaigns have a more or less strong focus on e-commerce. As already said, the synchronization of TV and online campaigns is very relevant for these brands. Nevertheless, this has so far not worked for very few, which is also due to the internal structures of large media agencies and customers: Often, separate departments work with separate budgets, so that we often run up against walls with a solution approach for close interlinking of the two worlds. But it is only a matter of time before that changes. A well thought-out connection between online and TV makes sense even for branding campaigns. The online impact of individual TV spots can also be measured here. This means that, as here, a metric for the efficiency of individual TV advertising blocks can be offered in real time.
Dominik Willert is Senior Manager Programmatic TV at the beginning of the year Hooray. He got his TV experience with RTLMarketer IP Germany where he was most recently Senior Manager Strategy. Hurra uses the TV tracking and sync tool "TV AdDetection" primarily for customers from the fields of fashion, travel, the outdoors or from the financial sector. Customers from other industries often fail to utilize the potential that the interlinking of TV and online offers them.
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