Is TV Analytics only made for online sellers and perf-oriented advertisers?

Posts by Raphaelle
Jan 11, 2018

Home » Is TV Analytics only made for online sellers and perf-oriented advertisers?

Television is a very powerful media that would only serve the interests of online sellers and advertisers focused on their performance and conversions. Well, that’s not true… 

 

The misconception: TV Analytics is made for online sellers  

The context

Your TV campaign is not really drive to web, your website is not made for online purchases. Why, then, pick a TV analytics tool, that helps you measure the impact of your TV ad in digital.

Realytics’ answer

TV interests brand- oriented as well as perf-oriented advertisers. For the latter, it seems obvious: they will be able to measure the impact of their TV spot on real KPIs, often directly linked to their online sales revenue.

So, if your website is not the best way for you to make money, why measure the impact of your TV campaign in digital? Because TV has a key role to play in the conversion funnel! The primary and only function of a website is not (only) to register conversions. It is also the reflection of the brand, its index, where consumers browse and look for more info about the brand or its products. You’ve launched you website and you know that: the digital is a powerful contact point.

More than measuring the instantaneous engagement provoked by a TV campaign, Realytics has developed a solution made for those brand-oriented advertisers.

With Brand Effect, it is now possible to measure the indirect impact of a TV campaign, in the hours, days or weeks following it. This indirect impact captures the incremental traffic in the long run, and gives a more precise idea to the advertisers of the persons interested by your spot. This way, they can define a precise client profile of their audience, and spread them between several categories: by age, gender and area of interest.

With Brand Effect, you can check if your campaign was efficient and has reached your targeted audience, you can know in which departments your audience is, or even discover if your spot triggered any research on search engines.

Your TV campaign is directly influencing your brand image, your reputation and even your notoriety.

Make sure your campaign makes your brand shine!

The misconception: TV Analytics is only serving the interests of performance oriented advertisers

The context

You’re an advertiser mostly interested in your brand and are not selling anything online ; what’s the point of having a TV Analytics solution? To measure what, exactly!?

Realytics’ answer

We are not going to lie: historically, television was serving the interests of the brand and was best used by advertisers who’d be brand-focused. But how could they make sure their campaign was efficient and was, indeed, serving their brand ? How could they measure that?

And, with the digital coming really fast into our lives, how is it even possible?

So many questions that were not answered for many times, but that Realytics can now address.

Your TV campaign has had a real impact on your brand, and, often, it is measurable in the long run; it therefore demonstrates the efficiency (or not) of your TV campaign. You can measure this indirect impact in the hours, days, even weeks following the diffusion of your TV spot, so you can check on the notoriety of your TV campaign.

How so? Brand Effect allows you to know who the TV viewers that watched your spot are; you therefore have a specific idea of who your audience is, and can check if your TV campaign did reach the audience you were targeting.

Plus, you can even discover where your TV viewers are located: Knowing their geographic situation will help you adjust your media plan and your offline campaigns.

You are also able to know what your TV engaged viewers have done after watching your TV spot: did they go online and look for your brand? Did they type any key words related to your brand on search engines?

Everything seems to prove that even brand-oriented advertisers can measure their performance in digital.

Well, we could say the exact opposite…

The misconception: TV Analytics is only serving the interests of brand-oriented advertisers

The context

As a perf-oriented advertiser, you don’t really care about branding. By the way, you doubt it is even possible to precisely measure the impact of a TV ad in digital.

Realytics’ answer

We are not going to lie: historically, television was serving the interests of the brand and was best used by advertisers who’d be brand-focused. But things have changed and the TV-viewers have evolved. The way they act when watching is not the same! They are becoming more and more digital: 2/3 of them are using another device when watching TV, and even 1/3 of them is looking for more info on the brand after seeing the ad. Realytics sees differently the notions of « branding » and « performance ». They are not in contradiction anymore, but are meant to be reconciled.

No matter if you have a branding or a performance objective, the impact of your TV spot can be measured in digital. For us, branding and performance are inseparable, and give life to the concept of « brandformance ».

As of today, some tools like the ones developed by Realytics allow advertisers to measure the incremental traffic generated by a TV campaign, and follow the customer journey of their TV viewers on their website or application.

TV is a powerful media, that directly affect an advertiser’s KPIs: number of orders, of app, downloads, TVR (GRP), device chosen… You just have to pick!

No matter if you are a brand or performance oriented advertiser, it is possible to follow the impact of your TV campaign on digital channels!

Only 1 tool helps you do that: Realytics.

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