Introduction on how TV attribution works, including a demo of the TV Analytics Dashboard to help marketers maximize their TV advertising ROI by identifying best performing channels, day parts, TV creatives.

1. wywy TV Analytics
TV Attribution Made Easy
Presenter
Christopher Wendels
Head of Product @wywy

2. What we will cover today
2
 What is TV Analytics?
 How does TV Analytics benefit me?
 The wywy TV Analytics dashboard
 TV Analytics case study
 3 things to keep in mind
 Q&A

3. TV viewing today
of TV viewers use
Second Screen device
in parallel
84%
Nielsen
3
of TV viewers visited
the advertiser’s
website after watching
TV ad
31%
IAB

4. TV ads results in spikes in website
traffic
4Source: wywy
80%
of TV inspired visits
happen within 90 seconds
after airing

5. 5
How TV attribution works: Marrying
traffic & airing data in a model
1. Website Traffic
2. Airing time
3. Attribution model

6. Exact airing times Attribution model
TV attribution deep-dive: The right
data, the right model
6
2 3
Actual
airing
Planned
airing Variable attribution time
Variable
baseline
Handling
overlapping
TV spots
9:37 9:41 15:4411:37 15:42
11:40
15:47
Traffic tracking1

7. How Does TV Analytics Benefit
Me?
7
 Which TV creative performs best?
 What channel and day part should I book?
 What‘s the cost per registration on my
website?
 What‘s the direct return on ad spend?

8. The wywy TV Analytics Dashboard
8
Default view

9. The wywy TV Analytics Dashboard
9
Pick your
campaigns

10. The wywy TV Analytics Dashboard
10
Pick your
date range

11. The wywy TV Analytics Dashboard
11
Total number of airings for a
selected campaign and date

12. The wywy TV Analytics Dashboard
12
Visit uplift for a selected
campaign and date

13. The wywy TV Analytics Dashboard
13
Conversion uplift for a
selected campaign and date

14. The wywy TV Analytics Dashboard
14
Select your
conversion

15. The wywy TV Analytics Dashboard
15
Navigate
between reports

16. The wywy TV Analytics Dashboard
16
TV airings view

17. The wywy TV Analytics Dashboard
17
Airings by TV channels

18. The wywy TV Analytics Dashboard
18
Airings by TV creatives

19. The wywy TV Analytics Dashboard
19
Airings by weekday

20. The wywy TV Analytics Dashboard
20
Airings by time of day

21. The wywy TV Analytics Dashboard
21
Conversions overview

22. The wywy TV Analytics Dashboard
22
App installs

23. x18
TV Analytics: Experteer Case Study
23
Optimization potential: Day parts
Optimization potential: TV channels
x33
41%
399%
121%
Morning
Afternoon
Night
170%
Evening
Conversion uplift
100.0
3.0
21.6
Cost per conversion (indexed)
3.5
22%
14%
20%
27%
15%
Conversion uplift
Channel 6
Channel 5
Channel 2
Channel 1
Channel 4
Channel 3 22%
5.6
100.0
5.5
16.4
81.3
88.4
Cost per conversion (indexed)
Source: wywy
Identifying Best Performing TV Airing Slots

24. 3 Things to Keep in Mind
24
TV attribution is only as good as the underlying data
• Exact airing times
• TV-relevant website traffic
Analyzing data requires expert knowledge
• Manual vs. automated analysis
• Simple vs. sophisticated models
Goal is to optimize TV spending during the campaign
• Split budgets in separate flights
• Test TV creatives

25. Q&A
Christopher Wendels
Head of Product
christopher.wendels@wywy.com
25