How do we measure the
effectiveness of our
£200,000 ad spend?
(Let’s assume the ad is intended to drive viewers to a website)
Many TV campaigns involve
advertising multiple times on
several TV channels during the
The hourly granularity offered by most web
analytics platforms isn’t enough to differentiate
the uplift of individual adverts during that hour.
There might be more than 9 adverts in any one
hour to evaluate.
You need web analytics
data to fully understand
how TV ads perform.
Luckily, there’s an app for that.
You need to pick the correct metric for measuring uplift.
A simple metric to start with is “number of visits that
occur in that minute”.
Whilst all TV ads contain creative elements, direct response ads are
designed to encourage viewers to immediately take action.
By accurately measuring the number of visits that occur during the airing of
each advert, you can optimise the TV channels, programmes, and times in
which you buy airtime.
This works great with Direct Response Adverts
moonpig.com sell personalised gift cards and followers. Their adverts are
an example of direct response.
During holiday seasons like Valentines Day, Mothers Day and Christmas,
direct response advertising is particularly powerful, especially when
combined with offers.
There are a number of ways of measuring uplift. One method is to
take a baseline of trafﬁc before and after the TV spot and measure
the uplift from this baseline.
For example, a TV advert airs at 9:05pm during half time of a
sporting event. A baseline of normal traffic is created by averaging
the 5 minutes before and after the spot. The uplift or difference in
new visits that minute for a 5 minute period are attributed to the
impact of the TV ad slot.
The uplift created by different slots, at different times, on different
channels during different shows is used to optimise purchasing of
those that have been most effective.
How to measure uplift
Calculating Uplift from Direct Response TV Ads
TV advertisement airs at 9:05pm and
subsequently sends traffic to the
1.The baseline of “normal” traffic during a TV slot can be averaged over
several days to mitigate unusual traffic spikes or lows on a given day.
2.Picking different metrics that better represent trafﬁc from viewers of
the TV advert can have a huge impact. This can mean segmenting traffic
and filtering out visitors from various traffic sources such as email
campaigns. For example, you may want to only track the minute by minute
uplift of visits per minute from “direct” and “search” sources within the UK.
3.Compliment the data with additional sources. In the UK, BARB data is
the official source of television viewing figures. Combining website traffic
with viewing figures and costings can help optimise the most effective
channels and times to run future ads.
Taking It Further
Tablet and Mobile traffic can easily quadruple desktop travel during TV
adverting campaigns. The graph below is real data during 4 TV Ad spots.
The orange and red line represents tablet and mobile traffic respectively,
the blue line is desktop traffic. It’s hardly surprising but sometimes just
having the data to justify the impact of the second screen phenomena is
hard to come by. GoSquared’s minute by minute data couldn’t make it
Rise of the Second Screen
“But the creative impact
of an advertisement can
not be judged by visits
to a website, that’s like
attributing movement in
the lunar cycle to Tour
de France winners!”
–Your Creative Director
As a caveat, this type of analysis should not be used as the
only determining metric of success. The creativity in
advertising is obviously one of the most important elements
Yes, Creative is Still Number 1
Minute-by-minute analysis is best viewed
as a complimentary metric to optimise TV
ad campaigns. It is most effective at
measuring the performance of direct
Wieden + Kennedy’s
highly successful adverts
for Three Mobile
demonstrate creativity and
originality is still top dog
But if you knew that advertising on
Channel 4 during the show “The
Inbetweeners” drove 10x as many
visits to your brand’s website than
any other channel, surely you
would optimise spend here?
So how do I get started
with measuring and
optimising my TV
These are just some of the companies
GoSquared helps to measure TV ads
GoSquared also works very closely
with a number of agencies
including MNC who can take the
analysis to the next level.
“GoSquared's minute by
minute data has provided
us with the
necessary to optimise our
Manager, Delivery Hero (Parent
Company of Hungry House)
Cats, Dogs and Ponies are slowly taking over the advertising
world. Creativity and ingenuity will always be responsible for
the phenomenal success of adverts.
However, if your brand has a website (it’d be surprising if it
didn’t) and you’re looking to run TV ads that drive visits to your
site, taking advantage of this type of analysis used by agencies
such as MNC with data provided by GoSquared can
dramatically increase the effectiveness of your ad budget.
Now that is #winning
Hugh Hopkins (@hughhopkins) + GoSquared
How To Optimise TV Advertising
Campaigns With Web Analytics
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