TV Ad Analytics: How to measure the success of your TV campaign

Advertising analytics are the key to a successful TV campaign. Adalyser’s self-serving TV platform tracks, attributes and measures the effectiveness of your TV ad throughout its lifetime. We spot the strengths, weaknesses and opportunities for improvement within your campaign - so your advertising can be the very best it can be.

Let’s take a deep dive into data-driven analytics in the TV business.

What are TV ad analytics?

Advertising analytics help businesses measure the performance of their marketing campaigns across different digital channels. You could track analytics for emails, websites, social media, paid ads and display banners. But here at Adalyser, we like to narrow it down and focus on TV advertising effectiveness.

We optimise your ad campaign from the data points and drive up TV ad impressions. TV analytics are integral to creating, optimising, and producing high-quality advertisements.

How is TV ad effectiveness measured?

Effective TV advertising is all about optimisation. You need to measure and track your advertising performance to see what’s working and what’s not. For example, your TV ad could cause a change in market sales, visitors to your website, conversion rate, engagement rate and subscribers on social platforms. Monitor each performance indicator to achieve the most accurate measurement results.

The online impact of TV advertising can play a big part in its overall success. A television ad should increase website traffic and hopefully improve your ROI on investment. However, with the wrong TV spot or channel, your TV advertisement could have little impact on web traffic or business performance. Several factors can impact the effectiveness of your TV advertisement, and they need to be considered throughout the measurement process.

Find the right attribution model for your TV campaigns

Attribution modelling determines the value of different channels for your marketing campaign. TV attribution models tend to be more complex than those in digital advertising. There is no direct link between the broadcast spot and driven response. There are more real-life challenges, like baselines and overlapping spots. These factors make it difficult to acquire meaningful and insightful metrics from TV attribution models.

That said, TV advertising is one of the most effective ways to generate audience awareness and impressive marketing results. You need to find an attribution model that fits your TV campaign so you can measure the impact of TV advertising.

Adalyser offers data-driven attribution that works, even when you are not. Our regression and machine-based attribution models calculate all baseline traffic and pinpoint the responsive channels, dayparts and tv spots. Our tracking code automatically collects web and app responses and prices your schedules. With Adalyser’s insights, you get the full picture to help you get the ROI you need from TV advertising.

Consider the customer journey

Adalyser’s measurement system is all about efficiency. Our TV ad tracking tags follow every step of the TV viewer's journey - from viewing the ad to purchasing the product. You can see how TV advertisement drives web traffic and how this traffic converts into sales.

We collect website and app response data - while also using CARIA data for overnight TV spots and BARB for consolidated areas. Our schedule tracking and response capture provide an up-to-date view of your advertisement at all times.

Plan future TV ads

Data can help you optimise current ads and mould future ones. Through TV analytics, you can find what works best for your brand and what needs to be improved. Focus on the improvement points for your next campaign and hopefully see a better return on your advertising spending.

Create vanity URLs for TV advertising

Vanity URLs are unique web addresses created for a custom offer. Instead of including your main website URL in the campaign, you can include a vanity URL for marketing purposes. This URL will pinpoint direct traffic driven by the TV ad and, in turn, assess the advertisement’s effectiveness. However, you can’t rely on a vanity URL as your only form of measurement. Many people will still use the main website URL instead of the custom link. You need to monitor online traffic aligned with TV activity to capture the full effect of your TV campaigns.

Measuring TV advertising effectiveness comes with all kinds of challenges. Adalyser Analytics helps you to overcome these hurdles so you can optimise your future TV ad campaigns.