Saturday, March 14, 2009

TV Advertising and Web Analytics study

It took a while to finish my TV advertising and web analytics observation study. That's why I'm not 100 % sure how reliable this research is. Still, it gives pretty clear picture how TV ads have been used.
"TV advertising is mostly used for attention and building brands."
However, in some cases it is also used for a certain intention. We have had some kind of debate during the last WAW with Steve Jackson and good discussion about this with Tomi and Perttu too. Especially during the economical downturn,
"I think TV advertising should be used for creating direct actions."
I was curious about how TV advertising was converting people to Internet so basicly I sat down and watched some commercials. Mainly from two biggest TV channels in Finland, MTV3 and Nelonen. Here are the results of the Finnish jury:

Total number of TV ads analysed: 115
Clear call-to-action in a TV ad: 29,6 %
URL appearing during the TV ad: 60,0 %
Unique URL with those ads which
included the URL: 8,7 %
"Unique domain names are the only way to measure exact effects on website visitors of TV ads."
Web analytics tracking code with those TV ads which included the URL: 68,1 %
"Three companies out of ten TV advertisers don't have a javascript based web analytics system in place."
Web analytics vendors had the following shares from TV advertisers analysed:

Google Analytics
: 57,5 %
Snoobi: 19,2 %
Omniture SiteCatalyst: 8,5 %
Other web analytics system: 14,9 %

It also seems that MTV3 has more domain names and unique URLs in TV ads compared to average. Just a coincident? What do you think about this post, let me hear your thoughts?

2 comments:

  1. Hi Pete,

    interesting survey, thanks for publishing! As an online marketing consultant in Germany working for a car brand I am currently facing the customer's question: how is the average conversion from TV to web when including a URL in a TV ad? Whereas this is definitely influenced by a load of factors I'd be very happy for any case study on this question that you might have come across while doing your survey.

    Thanks and cheers
    Christian

    ReplyDelete
  2. Hi Christian,

    if your customer is willing to test either campaign domain or unique URL, I wouldn't mind about averages. Concentrate on measuring, analyzing and redesigning concepts. I think that's the best way to optimize your customer's TV ad performance over time.

    In addition, you should also look if there's increase in visits coming from natural search results during the TV campaign and maybe you want to look at Google Insights for Search or Google Trends for getting insights for effects on brand awareness and competitor benchmarks.

    Maybe the TV ad or concept is so good that it's engaging customers and creating some sort of buzz in social media (YouTube, Facebook etc.). Then you need to monitor these effects as well, and define key metrics for social media / viral marketing.

    Thanks for your comment, cheers!
    /Pete

    ReplyDelete