Results for your research: Thematic : (10)
The drive to web qualifies offline campaigns, especially TV campaigns, made to generate a reaction from the TV-viewers on the advertiser’s website, and therefore, incremental traffic. The drive to web effect can also be monitored on other digital channels: we talk about drive to app when you want the TV-viewers to download and app, drive to call, when a phone number is showcased, drive to social when the objective is to increase an online community.
The word Programmatic TV combines both the fact to target a specific audience (even a TV-viewer) with a specific message – that’s what we call “addressable ads” -, and also the automation of TV purchases (without the same RTB as in digital).
The word Brandformance is a term combining the concepts of “branding” and “performance” and it names a campaign or a marketing actions that combine objectives both branding- and performance-oriented.Television clearly represents an excellent example of this combination of objectives; TV can indeed be seen both as a great meaning to boost one’s notoriety, to build and reinforce one’s brand image, but also as a media that can engage TV-viewers in digital and help measure their reactivity to a TV spot.
Addressable TV enables advertisers to selectively target one or several audiences and to submit them personalized ads. This technology draws from programmatic ad as it has been existing for years in digital, which gives the user a unique experience. Not yet authorized on French national channels, addressable TV has however been present aboard for some years now, in countries like the United States, Germany or Australia.
TV tracking, or Analytics TV, is the measurement of the performance of a TV ad on digital channels, like the visits on a website, the downloads of a mobile app, the calls to a call center… TV tracking is mostly existing because of a new practice: multitasking. More and more TV-viewers are indeed watching TV while having a second screen in hand (a phone, a tablet, a computer), with which they react to a TV ad in real-time.
In television, the direct impact of a TV spot is measured within the minutes following its diffusion and helps analyzing the effect of a TV spot on digital channels, like the visits on a website, app downloads or even calls to a call center. Campaigns that lead to immediate effects usually qualify TV campaigns that generate direct reaction from the TV-viewer in digital.
The indirect impact of a TV ad is measured in the days, weeks even months following a TV spot, contrary to the direct impact that is measured during the first minutes following the diffusion of the spot. The indirect impact captures the incremental traffic on the long run provoked by the notoriety effect delivered by a campaign to the brand. This traffic augmentation isn’t linked to a specific spot and can be observed even when a TV campaign isn’t broadcasted. TV plays a huge role regarding the brand image, that is nowadays precisely quantifiable thanks to digital KPIs. All this info help build and adjust media plans.
A TV campaign characterizes the fact that a TV advertiser is going on television thanks to one or several TV spots, in which he/she presents its products or services. The duration of a TV spot can vary and they can be more or less short, even though 15 seconds seems to have become the standard duration of a TV commercial in the UK.
A media plan combines the different operations carried out by an agency or an advertiser in order to identify and select the right criteria to broadcast a radio or TV campaign according to the client’s budget. For a TV campaign, the advertiser has to pick the channels, the days and the broadcasting schedules of the different spots of the TV campaign
TVR or Television Ratings, is an audience measurement, generally used in television. It represents the percentage of a base population watching a TV program. The base is a given target audience in a given TV region or area.With the development of TV programmatic and addressable ads, television market players advocate the arrival of a new TVR: a data-based-TVR, rather than a socio-demographic one. TVR would be based on attitudinal data rather than socio-demographic criteria.
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