Fred PellenaarsCountry manager Benelux

#deliveringdigitalhappiness

Bow to the KingIncrease marketing succes with

TV commercial tracking

Dmexco 2014

COSTS BENEFITS

ROI

(WORTH)WHAT WE GIVE

(INVESTMENT)

WHAT WE GET

(RETURN)

“ROI IS KING”

CMO´s confidence in effectiveness

Source: 2013/2014 CMO Insights Survey report, Accenture.

Cost of one 30 second TV ad prime time: > € 50k

Producing costs, film set costs, internal costs.

Budget TV commercial campaign, avg. 50k- €500k

Justified investment ? What is the benefit?

Hope for the best…

Investing in a TV Commercial

Concept of TV commercial tracking

What you need to get started

1. High end analytics platform that can also include TV related data

2. Accurate TV commercial airing data

3. Involvement from both online offline marketing teams

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Spot related

Spot related

timet0 t0 + X minutest0 - X minutes

Traffic

TV Spot

Brand Search

Direct Entry

Newsletter

Campaign

Traffic

Measuring impact TV commercials with TV Trekk

© 2013 Webtrekk GmbH14.09.201412

© 2013 Webtrekk GmbH14.09.201413

© 2013 Webtrekk GmbH14.09.201414

Analyzing: Traffic and Behavior

© 2013 Webtrekk GmbH14.09.201415

Analyzing Conversion

Use insights to optimize

Based on the insights (traffic, behavior, conversion)

© 2013 Webtrekk GmbH14.09.201416

Optimize TV Media Plan Optimize TV ad

Optimize usability Align marketing approach

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INSIGHTS

Quantify BENEFITS

Justify INVESTMENTS17

Increase BENEFITS

Improve WORTH

Thank you

Fred.Pellenaars@webtrekk.com

@WebtrekkBenelux

#deliveringdigitalhappiness