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TV Tracking mit Hilfe von Web Analyse

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Frank Piotraschke zeigt wie man mit Hilfe von professioneller Web Analyse TV Werbespots erfassen und den Erfolg messen kann. Er geht auf verschiedene Möglichkeiten ein, und zeigt wie Nutzer segmentiert werden können die Webseiten aufgrund eine TV Kampagne aufgesucht werden. Ebenfalls wird gezeigt wie hier Conversions und Umsätze zugeordnet werden können.

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TV Tracking mit Hilfe von Web Analyse

  1. 1. TV Tracking
  2. 2. Ausgangssituation TV Tracking • Unternehmen mit online Fokus streben in den Kanal „TV“ • Genaue Ausstrahlungsdaten sind spät verfügbar und teuer • „Gewöhnungseffekt“ durch professionelle Web Analyse in Onlinetrafficquellen • Übertragen der gleichen Transparenz auf den Kanal TV •  Second Screen Funktionalität wird unterstellt
  3. 3. Some Facts – Second Screen… • Nutzer interagieren mobil mehr durch apps als durch mobile web • Ziel muss es sein Nutzer online (web/mobile) „abzufangen“ Quelle: Nielsen http://www.nielsen.com/content/dam/corp orate/us/en/reports-downloads/2012- Reports/The-Social-Media-Report-2012.pdf
  4. 4. • 41% der Tablet- und 38% der Handynutzer verwenden ihre Geräte vor dem Fernseher • Es wird nicht nur gechattet, sondern auch geshopped und Informationen eingeholt Quelle: Nielsen http://www.nielsen.com/content/dam/corp orate/us/en/reports-downloads/2012- Reports/The-Social-Media-Report-2012.pdf
  5. 5. • Studie von Anywab (02/2013) gibt sogar höhere Zahlen an • Zahlen für den Deutschen Markt
  6. 6. Second Screen funktioniert unterschiedlich gut • Laut Anywab-Studie ziehen besonders Spartensender Second Screen Nutzer an – Tele5, Viva, SuperRTL, DMAX und 3Sat zeigten höheren Zulauf • Hat dies Auswirkungen auf Werbebuchungen in der Zukunft?
  7. 7. 3 1 2 4 5 AT Internet Mysite.de Partner TV KAMPAGNEN MESSENSECOND SCREEN ANALYSE
  8. 8. AT Internet Mysite.de Partner Audio Recognition liefert sekundengenaue Informationen wann Spots wo gelaufen sind Die Website setzt nach dem Erhalt des Partnerhits einen zeitlich begrenzten Parameter im Tag. Somit werden alle Visits gekennzeichnet die Nach der Ausspielung des Spots auf die Website gekommen ist. Wir weisen den markierten Traffic aus ohne das die ursprünglichen Daten (wie Traffic-Quellen) überschrieben werden. Über eine ID lassen sich eine Vielzahl von Informationen generieren, segmentieren und analysieren. Kampagne, Variant, Spot, Ausspielungsumfeld, Ausspielungszeit etc. TV KAMPAGNEN MESSENIDENTIFIZIEREN SIE DIE VISITOR WELCHE DIREKT NACH DER AUSSPIELUNG EINES TV-SPOT AUF IHRE WEBSITE GELANGT SIND
  9. 9. AT Internet Mysite.de Die werbetreibende Website kann allen Visitors die nach einem Spot auf die Website kommen einen Cookie setzen, welche die ausgespielte Spot-ID enthält. Sollte der Visitor zu einem späteren Zeitpunkt die Website erneut besuchen kann dies dann einfach analysiert weren Wir können dieser ID eine Conversion zuzuordnen. So kann Bspw. die Spot-ID aus dem Cookie in den Bestellkriterien übergeben werden wodurch die Bestellungen eindeutig dem Spots zugeordnet wird. TV KAMPAGNEN MESSENUND KOMMEN DIE LEUTE VIELLEICHT SPÄTER WIEDER…?
  10. 10. Begleitende Aktionen • Wenn die Werbekampagne live erkannt wurde kann man für eine kurze Zeit: – Adspendings punktuell hochsetzen (CPCs) – Werbeplätze über RTB besetzen – Landingpages optimieren – Social Media Landingpages optimieren
  11. 11. Shazam als Secondscreen Anker • Vorsicht vor Frustration von Nutzern… • Kein Mehrwert durchs taggen
  12. 12. Fazit • Second Screen Funktionalität muss weiter geprüft werden • TV Tracking liefert einen guten Indikator wie die kurzfristige Wirkung auf den Onlinekanal funktioniert • Es überspringt die Lücke zwischen offline und online
  13. 13. Frank Piotraschke· Country Manager Central Europe, Russia, SEA frank.piotraschke@atinternet.com · Schleißheimer Str. 4 · D-80333 München T: +49 (0)89/324927-110 · F: +49 (0)89/324927-444 · M: +49 (0)151/440440 21

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