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[Webinar] TV Tracking : Messen Sie den Einfluss Ihrer TV-Kampagnen auf das Netz

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In unserem Webinar erfahren Sie wie TV Tracking funktioniert und wie Sie in Echtzeit die Reaktion der Internetnutzer auf Ihre TV-Werbung messen.

Die Themen des Webinars:

• Wie Sie die Wirkung Ihrer TV-Werbung auf das Web analysieren
• Messung des ROI: Traffic, Quellen und Conversions
• Welche ist die beste Kombination von Anzeige, Kanal und Sendezeit?
• Wiederkehrende Visits: Welchen Pfaden folgen die Web-Besucher nach Ausstrahlung der TV-Werbung?
• Soziodemographische Daten der Zuschauer, die Ihre Anzeige gesehen haben

Published in: Internet
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[Webinar] TV Tracking : Messen Sie den Einfluss Ihrer TV-Kampagnen auf das Netz

  1. 1. Online Intelligence Solutions TV TRACKING Messen Sie die Wirkung von Fernsehwerbung auf digitale Medien
  2. 2. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 AGENDA  AT Internet  Second Screens: Kontext & Möglichkeiten  TV Tracking  Ergebnisse
  3. 3. Online Intelligence Solutions AT INTERNET Digital Analytics
  4. 4. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 DIGITALANALYTICS  Analyse-Plattform für Sites, Intranet, Mobile, Apps, E- Reputation, Rich Content • Ein Werkzeug um Ihr Geschäft in Echtzeit zu steuern • Personalisierbare Echtzeitlösung, die sich vielseitig mit Ihrer Umgebung verknüpfen lässt • Unterstützt Sie bei der Entscheidungsfindung UNSERE LÖSUNG
  5. 5. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 DAS UNTERNEHMEN APPLIED TECHNOLOGIES INTERNET Jahre Online-Erfahrung Kunden in allen Branchen Gemessene Seiten Partner auf der ganzen Welt 18 3,500+ 350,000+ 170+
  6. 6. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 TRAVELE-SERVICESFINANCE INSTITUTIONALINDUSTRIALMEDIA DAS UNTERNEHMEN EIN PAAR UNSERER KUNDEN
  7. 7. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 DAS UNTERNEHMEN INTERNATIONALE PRÄSENZ AT Internet Vertretungen Deutschland – Hamburg Deutschland – München Brasilien – Sao Paulo Spanien – Madrid Frankreich – Bordeaux (HQ) Frankreich – Paris UK – London Russland - Moskau Singapur Partner Datenzentren
  8. 8. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 DAS UNTERNEHMEN ÜBERBLICK ÜBER UNSERE KUNDEN
  9. 9. Online Intelligence Solutions DEN SECOND SCREEN MESSEN Kontext & Möglichkeiten
  10. 10. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 SECOND SCREEN WEITE VERBREITUNG 75% der Zuschauer nutzen einen Second Screen beim Fernsehen*
  11. 11. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 SECOND SCREEN WEITE VERBREITUNG 75% der Zuschauer nutzen einen Second Screen beim Fernsehen*
  12. 12. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 SECOND SCREEN WEITE VERBREITUNG 75% der Zuschauer nutzen einen Second Screen beim Fernsehen*
  13. 13. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 SECOND SCREEN DIE ROLLE DER WERBUNG “Meshing” plattformübergreifende Überprüfung von ähnlichen Inhalten
  14. 14. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 SECOND SCREEN DIE ROLLE DER WERBUNG 25% Wie viele Zuschauer kommen auf die Website des Werbetreibenden?
  15. 15. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 SECOND SCREEN DIE ROLLE DER WERBUNG 49% Wie viele Zuschauer kommen auf die Website des Werbetreibenden?
  16. 16. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 SECOND SCREEN DIE ROLLE DER WERBUNG 65% Wie viele Zuschauer kommen auf die Website des Werbetreibenden?
  17. 17. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 SECOND SCREEN DIE ROLLE DER WERBUNG Welche Interaktion Gibt es zwischen Zuschauern und Onlineinhalten?
  18. 18. Online Intelligence Solutions UNSERE LÖSUNG
  19. 19. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 TV TRACKING WIE FUNKTIONIERT DAS?
  20. 20. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 TV TRACKING WIE FUNKTIONIERT DAS?
  21. 21. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 TV TRACKING WIE FUNKTIONIERT DAS?
  22. 22. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 TV TRACKING TV-TO-WEB ANALYTICS 1. Messen Sie die Wirkung von TV-Anzeigen auf Online-KPIs 2. Weisen Sie Ihren Second Screen-Besuchern Profile zu 1 2 Der Zuschauer / Internetnutzer sieht einen TV-Spot Er schaut sich daraufhin die Website des Werbetreibenden an AT Internet sammelt Daten in Echtzeit
  23. 23. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 Messen Sie die Wirkung von TV- Spots auf Ihre Online-KPIs 1
  24. 24. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 1- WIRKUNG VON TV AUF ONLINE KPIS ANGEREICHERTE ANALYSEN Wie viele TV-Zuschauer besuchen Ihre Site? 1
  25. 25. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 1- WIRKUNG VON TV AUF ONLINE KPIS ANGEREICHERTE ANALYSEN 1
  26. 26. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 1- WIRKUNG VON TV AUF ONLINE KPIS ANGEREICHERTE ANALYSEN 1 Wieviel % meines Geschäfts kommen über Second Screen Besucher? Verbringen TV-Zuschauer mehr Zeit mit meinem Online-Content als andere Nutzer? Kaufen sie mehr? Kommen sie für eine Conversion zurück? Usw. … “
  27. 27. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 Vergleichen Sie Besucher, die Ihre Werbung gesehen haben mit solchen, die sie nicht gesehen haben 1- WIRKUNG VON TV AUF ONLINE KPIS ANGEREICHERTE ANALYSEN 1
  28. 28. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 1- WIRKUNG VON TV AUF ONLINE KPIS ANGEREICHERTE ANALYSEN 1 Messungen stehen auch zur Verfügung für wiederkehrende (zukünftige) Visits
  29. 29. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 1- WIRKUNG VON TV AUF ONLINE KPIS ANGEREICHERTE ANALYSEN 1
  30. 30. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 1. . 2. Geben Sie Ihren Second Screen Besuchern ein Profil 2
  31. 31. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 CROSS-PLATTFORM TV-ZUSCHAUER GRP / REICH- WEITE ? ERREICHT MEINE FERNSEHWERBUNG IHR ZIEL? 2 Alter 35 - 50 Sozio-demo + Männlich Alter 25 - 35 Sozio-demo +++ Weiblich Alter 25 - 35 Sozio-demo - Männlich
  32. 32. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 CROSS-PLATTFORM TV-ZUSCHAUER ERREICHT MEINE FERNSEHWERBUNG IHR ZIEL? 2
  33. 33. Online Intelligence Solutions DASHBOARD & PERSONALISIERUNG
  34. 34. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 Optimierter Inhalt und Usability DASHBOARDS Vergleichen Sie Besucher, die die TV-Werbung gesehen haben mit denen, sie sie nicht gesehen haben, je nach verschiedenen Interessen: STELLEN SIE IHRE ENTSCHEIDUNGEN AUF VERLÄSSLICHE INFORMATIONEN Optimierte Media- Planung Analysieren nach Kanal, Tageszeit, usw. … Analysieren nach Gerät, das für Second Screen verwendet wird Entdecken Sie, welche Besucherprofile nach Ausstrahlung der Werbung etwas kaufen Sozio- demographische Daten analysieren
  35. 35. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 WEITERGEHEN  Vielfältige sozio-demographische Kriterien und Interessensgruppen sind verfügbar  Integration von anderen Daten aus Ihrer Mediaplanung (GRP, Kosten, …)  Integrieren Sie Ihre Audience-History um inkrementelles Wachstum zu messen STELLEN SIE IHRE ENTSCHEIDUNGEN AUF VERLÄSSLICHE INFORMATIONEN
  36. 36. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 Erfolgsgeschichten von Kunden
  37. 37. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 TV TRACKING BOOSTEN SIE DIE VERKÄUFE DANK TEASER ZIEL o Die Wirkung der 1. TV-Werbung für einen Produktneustart messen ERGEBNISSE o Bessere Qualität bei Second Screen Visits • Pageviews / Visit + 21% • Conversion Rate + 20% • Visitlänge + 38% Online- Haushaltswaren PRODUKT TV SPOT
  38. 38. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 TV TRACKING AUSWIRKUNGEN AUF DIE ONLINE-VERKÄUFE ZIELE o Das Angebot der Bank online publik machen ERGEBNISSE o 35,8 % mehr Anfragen auf Eröffnung eines Kontos (von direkten und wiederkehrenden Visits) Bank
  39. 39. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 TV TRACKING VERKÄUFER Ziele o Steigerung der Markenbekanntheit durch Fernsehwerbung für mehr Verkäufe Ergebnisse o TV-Anzeigen hatten keinen signifikanten Einfluss auf die Verkäufe und den Webtraffic o Die Werbung wurde gestoppt um weitere ineffiziente Ausgaben zu verhindern Verkäufer In Reinform WWW.STORE.COM TV SPOT
  40. 40. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 ZUSAMMENFASSUNG 1. Eine Lösung, die sich schnell implementieren lässt 2. Daten, die sofort zur Verfügung stehen 3. Unbegrenzte Möglichkeiten durch das Verknüpfen von Daten in unserem Segmentierungs-Tool 4. Vertiefte Einsichten mit Ihren eigenen Daten aus der Vergangenheit und dem Media-Plan TV TRACKING
  41. 41. Online Intelligence Solutions APPENDIX
  42. 42. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 Wie funktioniert das?
  43. 43. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 TV & DIGITALANALYTICS TV ANZEIGEN MESSEN
  44. 44. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 TV Anzeigen Technologie (Partner) Kundenwebsite Das System erkennt TV-Anzeigen (über Audio oder Bilder) immer wenn Ihre Anzeige im Fernsehen ausgestrahlt wird Durch den Marker auf Ihrer Site bekommt AT Internet die Informationen, die vom Partner für die Visits nach der Ausstrahlung übermittelt wurden (personalisierbarer Zeitraum – standardmäßig 5 Minuten) AT Internet bringt die Second Screen Visit Daten in Ihrem Interface und Dashboards zusammen. Daten können mit vielen anderen Typen von Verhaltensdaten verknüpft werden. Zum Beispiel Quellen, Konversionen, TV- Sender, Bezeichnung des Spots, Tageszeit, … TV & DIGITALANALYTICS
  45. 45. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 Gehen Sie mit Ihren Cross-Media- Kampagnen sogar noch weiter
  46. 46. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 CROSS-MEDIA Die Synchronisation der Anzeige Ihrer Online- und TV- Werbung steigert Reichweite und Markenbekanntheit Study from NS Infratest - Oct 2013 IHR SPOT IHR SPOT Anzeige Marke / Beliebtheit Mundpropaganda Kaufabsicht Markeninteresse Nutzung von TV und Second Screen (ohne Second Screen Anzeige) Nutzung von TV und Second Screen mit synchronisierter Second Screen Anzeige
  47. 47. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 CROSS-MEDIA TV Tracking AT XTOR Tracking IHR SPOT IHR SPOT Anzeige Die Synchronisation der Anzeige Ihrer Online- und TV- Werbung steigert Reichweite und Markenbekanntheit Konsolidieren Sie Online- und Offlinedaten in einem einzigen Tool
  48. 48. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 Referenz-Studien
  49. 49. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 SECOND SCREEN STUDIEN  http://www.ericsson.com/res/docs/2013/consumerlab/tv-and-media-consumerlab2013.pdf TV und Meiden (EN) o In 15 Ländern in ganz Europa, Asien, LATAM, Nordamerika etc. mit mehr als 15.000 Menschen durchgeführt.  http://meta-media.fr/2013/06/26/annonceurs-et-2nd-ecran-renouveau-de-la-pub-tv.html (FR) o Beispiele von interaktiven Kampagnen (Honda, Weetabix, Lancome)  www.contagious.com/blogs/news-and-views/10733921-multi-screen-marketing-in-2014 o Multi-screen Marketing im Jahr 2014  http://www.millwardbrown.com/ChangingChannels/2013/Predictions/index.html o MESHING, STACKING UND SHIFTING BRACHTEN EINE NEUE ÄRA DES MULTI-SCREEN ADVERTISING HERVOR

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