TV ad vs online impact is the Pink elephant in the room. TV commercial tracking quantifies the impact of TV advertising on your online channels. This helps you to justify investments and improve performance of your marketing efforts. Webtrekk offers TV Trekk to do just that.

1. Fred Pellenaars
Country managerBenelux
#deliveringdigitalhappiness
Bow to theKing
Increasemarketingsucceswith
TV commercialtracking
Dmexco2014

3. COSTS
BENEFITS
ROI
(WORTH)
WHAT WE GIVE
(INVESTMENT)
WHAT WE GET
(RETURN)
“ROI IS KING”

5. CMO´sconfidencein effectiveness
Source: 2013/2014 CMO InsightsSurvey report, Accenture.

7. 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…
Investingin a TV Commercial

9. Concept of TV commercial tracking

10. Whatyou needto 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

11. Spot related
Spot related
time
t0
t0 + X minutes
t0 -X minutes
Traffic
TV Spot
Brand Search
DirectEntry
Newsletter
CampaignTraffic
Measuring impact TV commercials with TV Trekk

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Analyzing: Traffic and Behavior

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Analyzing Conversion

16. Useinsightsto optimize
Based on the insights (traffic, behavior, conversion)
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OptimizeTV Media Plan
OptimizeTV ad
Optimizeusability
Alignmarketing approach

17. 17
INSIGHTS
QuantifyBENEFITS
JustifyINVESTMENTS
17
IncreaseBENEFITS
ImproveWORTH

19. Thank you
Fred.Pellenaars@webtrekk.com
@WebtrekkBenelux
#deliveringdigitalhappiness