Drive to web, drive to app, drive to store… The different faces of TV
You already know TV is a drive to web media. That’s it? No! TV is also drive to app, drive to call center, drive to store…
Here’s a little overview of the impact of this powerful media, offline as well as online.
Drive to web, elementary my dear Watson!
That’s our specialty. So, of course, we do know what we are talking about. Every self-respecting advertiser wants to know the impact of his TV (or radio) campaigns in digital, especially on his website, and will want to measure the incremental web visits linked to TV. With the results obtained, he will get a more precise idea of the effect of his campaign and its reception by the TV viewers, but will also have the real keys to optimise it.
The advanced analysis of TV campaigns, thanks to analytics tools like Realytics, allows you to follow the client journey of web visitors coming from TV, and therefore detect the more efficient and drive to web programs, channels, days of the week or even day parts.
Drive to app, the trendy one
Talking about digital, we have a confidence for you… TV is not only a drive to web media, it is also a powerful drive to app one! As we could observe for some clients who created a TV campaign aiming at increasing the app installs volume, it definitively works!
Following their TV campaign, the advertisers could observe up to +60% more app installs, and +21% leads. Apps are trendy. Users install roughly 1 app per month, and more than half of them install 2 apps* (*in the countries analysed – App Annie August 2017). Plus, in some countries, users spend more than 4 hours per day on apps, and App Annie forecasts that, worldwide, users will spend 3 000 billion hours on app by 2021 (App Annie August 2017).
Drive to call, the weird cousin
Less known – and used – than the drive to web and drive to app ones, the drive to call center serves nevertheless to be paid attention at. TV ads often show a phone number to call, either to get more info or ask questions (or something else) and advertisers have trouble clearly defining if the person calling comes from TV; it also prevents them from optimising their TV spot.
The offline measure of sales (call center, in store, etc.) gives advertisers a complete analysis of their marketing performances, and a complete visibility of their TV campaigns and how to optimise them. Only good things then!
Drive to store, the missing piece
To complete the advertisers’ analysis, drive to store appeared as an evidence. Realytics has established a technological partnership with Temelio, giving advertisers real insights on how their TV spots were performing. Advertisers can make the link between their TV campaigns and the purchases in their stores.
How does it work? Realytics can identify the incremental online traffic due to the TV spots. In the same time, Temelio collects the checkouts info and combines it with the numbers given by Realytics. A new offer, available since Septembre 2017:
As a conclusion, Realytics can measure both the online and offline impacts of a TV campaign.
“It will allow advertisers to adjust their media plan almost in real time and get the best performances” adds Guillaume Belmas, CEO of Realytics.