TV Tracking Webinar
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Que tal conhecer o verdadeiro impacto que seus comerciais de TV têm em seu tráfego e conversões online? E descobrir realmente se é melhor investir no horário nobre da Globo ou fim de semana no SBT? Pesquisas apontam que cerca de 70% dos usuários que assistem TV, navegam ao mesmo tempo na Internet. É o fenômeno da 2ª tela. Neste webinar gratuito vamos apresentar como é possível entender em tempo real o comportamento no ambiente digital das pessoas impactadas por comerciais de TV, e como isso pode trazer grandes insights na estratégia do seu próximo plano de mídia. Sempre inovando, a AT Internet tem experiência em « TV Tracking » na Europa, e ajuda seus clientes a descobrirem as melhores combinações de Canal, Horário, Região, Duração e Versão de Comercial que trazem os melhores resultados, frente aos grandes investimentos necessários para anunciar na TV. Hoje, a tecnologia já madura na Europa também está disponível no Brasil, e chega para revolucionar o GRP, adicionando suas próprias métricas de performance.
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TV Tracking Webinar
- 1. WEBINAR - TV TRACKING Como medir em tempo real, o impacto dos comerciais de TV na Internet Novembro 2014
- 2. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING AGENDA AT Internet > Quem Somos Tendências de Segunda Tela Comerciais de TV e o Impacto Online Nossa Solução > Como Fazemos Casos de Uso Exemplo de Projeto
- 3. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 AT Internet
- 4. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 AT INTERNET QUEM SOMOS anos de experiência com Analytics clientes de todos os setores sites mensurados colaboradores por todo o mundo 17 3,500+ 350,000+ 200+
- 5. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 AT INTERNET QUEM SOMOS
- 6. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 Tendências de Segunda Tela
- 7. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING POR QUE? 75% das pessoas utilizam uma segunda tela enquanto assistem TV* *Ericsson TV and Media ConsumerLab 2013 (agosto)
- 8. Multitasking ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING POR QUE? 75% das pessoas utilizam uma segunda tela enquanto assistem TV* *Ericsson TV and Media ConsumerLab 2013 (agosto) 63% 40% Email Redes Sociais
- 9. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 NIELSEN TWITTER TV RATINGS Métricas: • Audiência Única • Impressões • Autores Únicos • Tweets
- 10. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING POR QUE? Anúncios em TV aumentam em 80% busca branded* *Estudo Efficient Frontier (mar 2011) **Estudo SearchEngineLand (jan 2013) minha marca **
- 11. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 NOVAS BUZZWORDS Meshing O uso simultâneo de múltiplos dispositivos para conteúdo relacionado Stacking O uso simultâneo de múltiplos dispositivos para conteúdo NÃO relacionado Shifting Sequência de uso de múltiplos devices para conteúdo relacionado
- 12. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING MESHING “Meshing” conteúdo relacionado multiplataforma
- 13. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING MESHING “Meshing” conteúdo relacionado multiplataforma
- 14. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING MESHING “Meshing” conteúdo relacionado multiplataforma
- 15. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING PUBLICIDADE E OS ANÚNCIOS?
- 16. TV TRACKING PUBLICIDADE Quanto você investe e quanto te retorna? ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014
- 17. Comerciais de TV e o Impacto Online ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014
- 18. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING PUBLICIDADE Quantas pessoas que veem um anúncio visitam o site? 25%
- 19. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING PUBLICIDADE Quantas pessoas que veem um anúncio visitam o site? 49%
- 20. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING PUBLICIDADE Quantas pessoas que veem um anúncio visitam o site? 65%
- 21. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 DA TV PARA WEB MERCEDES BENZ C-CLASS
- 22. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 DA TV PARA WEB FARCRY 4 (JOGO PS4)
- 23. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 DA TV PARA WEB BOMNEGOCIO (CLASSIFICADOS)
- 24. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 Nossa Solução
- 25. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING COMO FUNCIONA
- 26. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING COMO FUNCIONA
- 27. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING COMO FUNCIONA
- 28. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING COMO FUNCIONA
- 29. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING COMO FUNCIONA Nossos Europa América Latina Parceiros
- 30. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING ANALYTICS DA TV PARA WEB 1 1. Mensurar o impacto de anúncios em TV nos KPIs 2. Determinar o perfil de seus visitantes segunda tela 2
- 31. Mensurar o impacto de anúncios em ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 1 TV nos KPIs
- 32. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 IMPACTO DE TV EM KPIS ANALYTICS ENRIQUECIDO Quantas pessoas acessam meu site após ver meu anúncio? 1
- 33. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 1 IMPACTO DE TV EM KPIS ANALYTICS ENRIQUECIDO
- 34. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 1 IMPACTO DE TV EM KPIS ANALYTICS ENRIQUECIDO que parcela do meu negócio vem de visitantes de segunda tela? visitantes de TV gastam mais tempo com meu conteúdo que outros usuários? eles compram mais? eles voltam para converter depois? … “ ”
- 35. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 1 IMPACTO DE TV EM KPIS QUALIDADE DE VISITAS DE SEGUNDA TELA Compare visitantes expostos com visitantes não expostos
- 36. IMPACTO DE TV EM KPIS QUALIDADE DE VISITAS DE SEGUNDA TELA (RECORRENTES) ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 1 Mensuração também disponível para visitas recorrentes (futuras)
- 37. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 1 IMPACTO DE TV EM KPIS SEGMENTAÇÃO E CRUZAMENTO DE DADOS
- 38. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 1. . 2. Determinar o perfil de seus visitantes segunda tela 2
- 39. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 MEUS ANÚNCIOS ATINGEM O TARGET? ? ALCANCE / GRP 2 Idade 35-50 Receita + Homem Idade 25-34 Receita +++ Mulher Idade 25-34 Receita - Homem PERFIL DOS IMPACTADOS
- 40. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 2 PERFIL DOS IMPACTADOS MEUS ANÚNCIOS ATINGEM O TARGET? “
- 41. Analise dados sociodemográficos ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 Otimize para conteúdo e usabilidade DASHBOARDS INFORMAÇÃO AO ALCANCE Comparar audiências "expostas VS não expostas" aos anúncios de acordo com diferentes ângulos: Quebre por canal, por período do dia, por variação de comercial Melhore seu plano de mídia Analise por device utilizado para segunda tela Descubra o perfil que converte após ver o comercial
- 42. 60% 50% 40% 30% 20% 10% 60% 50% 40% 30% 20% 10% Eficiência dos Comerciais ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 DASHBOARDS INFORMAÇÃO AO ALCANCE Volumetria dos Canais Volumetria dos Comerciais R$25,000.00 R$20,000.00 R$15,000.00 R$10,000.00 R$5,000.00 R$10,000.00 R$8,000.00 R$6,000.00 R$4,000.00 R$2,000.00 R$- 30,000 25,000 20,000 15,000 10,000 5,000 12,000 10,000 8,000 6,000 4,000 2,000 - Spot 1 (15s) Spot 1 (30s) Spot 2 (15s) Spot 2 (30s) Spot 3 (15s) Spot 3 (30s) Visitas Receita 0% R$1.40 R$1.20 R$1.00 R$0.80 R$0.60 R$0.40 R$0.20 R$1.20 R$1.00 R$0.80 R$0.60 R$0.40 R$0.20 R$- Spot 1 (15s) Spot 1 (30s) Spot 2 (15s) Spot 2 (30s) Spot 3 (15s) Spot 3 (30s) Receita/Visita Bounce R$- - Globo SBT Record Band SporTV Sony Visitas Receita 0% Globo SBT Record Band SporTV Sony R$- Eficiência dos Canais Receita/Visita Bounce
- 43. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 VÁ ALÉM INFORMAÇÃO AO ALCANCE Diversos critérios sociodemográficos e grupos de interesse disponíveis Integração de outros dados de seu plano de mídia (GRP, custo de inserção…) Integração de histórico de audiência para mensurar ganho incremental
- 44. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 Casos de Uso
- 45. varejista mixed (on/offline) ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING INCREMENTO DE VENDAS COM TEASER OBJETIVO o Mensurar o impacto da 1ª campanha de TV para lançamento de produto RESULTADO o Melhor qualidade de visitas segunda tela o Pageviews/visita +21% o Taxa de conversão +20% o Tempo de visita +38% NOVO PRODUTO TV SPOT
- 46. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING NOVOS CLIENTES OBJETIVO o Apresentar seu novo produto de banco online RESULTADO o Aumento de 35,8% nas solicitações de abertura de conta banco
- 47. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING ADAPTAÇÃO DE PLANO DE MÍDIA OBJETIVOS o Mensurar receita de comerciais de TV o Descobrir as combinações de "canal, spot, horário" mais rentáveis RESULTADOS Visitantes expostos a comerciais exibidos na televisão local tinham melhores chances de converter > Plano de mídia focado em televisão local
- 48. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 TV TRACKING NOVOS MODELOS DE NEGÓCIO FranceTV Publicité fornece aos anunciantes a tecnologia de TV Tracking com relatórios e dashboards para que possam otimizar campanhas e usabilidade
- 49. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 Exemplo de Projeto
- 50. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 PROJETO TV TRACKING informar os canais de monitoramento e enviar o áudio dos comerciais para TV Data semana 1 semana 2
- 51. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 PROJETO TV TRACKING informar os canais de monitoramento e enviar o áudio dos comerciais para TV Data semana 1 semana 2 setup TVData setup AT Internet
- 52. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 PROJETO TV TRACKING informar os canais de monitoramento e enviar o áudio dos comerciais para TV Data adicionar tag da AT Internet + tag da TVData semana 1 semana 2 setup TVData setup AT Internet
- 53. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 PROJETO TV TRACKING informar os canais de monitoramento e enviar o áudio dos comerciais para TV Data adicionar tag da AT Internet + tag da TVData setup TVData setup AT Internet validação AT Internet semana 1 semana 2
- 54. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 PROJETO TV TRACKING informar os canais de monitoramento e enviar o áudio dos comerciais para TV Data adicionar tag da AT Internet + tag da TVData setup TVData setup AT Internet validação AT Internet analisar e otimizar semana 1 semana 2
- 55. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 PROJETO TV TRACKING 1. Solução rápida de ser implementada 2. Dados disponíveis imediatamente 3. Exploração infinita com cruzamento de dados segmentados 4. Enriqueça insights com seus dados históricos e plano de mídia
- 56. ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2014 Obrigado! Como não uso o Twitter, me 'segue' lá no LinkedIn ou me manda um email ;) - bruno.simoes@atinternet.com - linkedin.com/in/asdruble Saiba mais: events.atinternet.com/tv-tracking-pt-br/
Notas do Editor
- fazer chamada de investimento >apresentar objetivo principal / principais outcomes
- sincronização de PPC com TV garantir
- When a TV ad is broadcast, how many viewers will then consult the content promoted in the TV ad? Many studies have been conducted in many countries, and the numbers suggest between 25% and 55% or even 65% of viewers consult content related to what they see on TV.
- When a TV ad is broadcast, how many viewers will then consult the content promoted in the TV ad? Many studies have been conducted in many countries, and the numbers suggest between 25% and 55% or even 65% of viewers consult content related to what they see on TV.
- When a TV ad is broadcast, how many viewers will then consult the content promoted in the TV ad? Many studies have been conducted in many countries, and the numbers suggest between 25% and 55% or even 65% of viewers consult content related to what they see on TV.
- tagline do commercial "compre da Sainsbury" - Sainsbuty é pure brick n mortar
- tagline do commercial "compre da Sainsbury" - Sainsbuty é pure brick n mortar
- When a TV ad is broadcast, how many viewers will then consult the content promoted in the TV ad? Many studies have been conducted in many countries, and the numbers suggest between 25% and 55% or even 65% of viewers consult content related to what they see on TV.
- 2 immediate benefits: 1st: a full performance assessment – for each channel and each ad creative, you can analyse the behaviour of your second screen visitors, and therefore measure the impact of your ad broadcast on your online KPIs 2nd : As our analyses enable you to know the socio-demographic profile of your audience, you can also therefore get the profiles of the type of people who visit your site after ad broadcast. We’ll now take a more detailed look to see concretely what data and analyses you’ll have access to…
- We will provide you with many more answers and insights than just the volume of second screen visitors. For each channel, each ad creative, you can analyse the behaviour of your second screen visitors.
- You will be able to get precise details on: Their origins: from which online sources did they find your site? Their engagement and interest in the product(s) featured in the ad? How much time do they spend? What exact content do they look at? Are they interested in the product shown in the ad, or in others? What devices are they using? Do they begin the conversion process? If so, how far do they get?
- You will be able to get precise details on: Their origins: from which online sources did they find your site? Their engagement and interest in the product(s) featured in the ad? How much time do they spend? What exact content do they look at? Are they interested in the product shown in the ad, or in others? What devices are they using? Do they begin the conversion process? If so, how far do they get?
- Our dashboards give you this type of data at a glance. Do TV viewers engage more with your content? Do they stay longer?
- Ces indicateurs sont ceux disponibles dans un dashboard standard livré à tout client, mais On peut aller encore plus loin et croiser d’autres infos , comme les mots clés saisis dans un moteur de recherche interne, les produits visités, les montants des paniers, etc..
- Découvrez également par quel canal les visiteurs vous on trouvé sur le web, sur quel équipement ils consultent votre site
- Our analyses also allow you to know the socio-demographic profile of your audience, so you can see in more detail the type of people who visit your site after your ad airs. Let’s take a look at what kind of concrete data you’ll be able to get
- Media planning defines the objectives for each spot, in terms of target covering. Objectives are measured with GRP > Gross Rating point. GRP indicates the ratio of the target that a broadcasted spot is supposed to cover Example: Spot on air @ 10:00AM - channel 1 Its GRP = 3 means that 3% of the viewers of the spot are part of my target (female/ 15-25 year old for instance) If the spot appears twice in the advertisement slot, GRP = 6 With AT Internet, get information about your audience – especially the audience exposed to your TV spots And see for sure if your TV ads really reached 15-25 year old females …
- By default, 5 variables are set up: age, gender, revenues, household decision-maker, education,
- A standard dashboard included in your offer allows you to have an introductory level of insight and immediate results (as soon as your first TV ad airs). Several different angles allow you to consult your data according to your needs. We can also enrich and customise your dashboard. Upon request: It’s possible to extend this data with other measurements from our tool, like page visits, baskets, purchase products, keywords entered on internal search, etc. to truly analyse your second screen visitors.
- A standard dashboard included in your offer allows you to have an introductory level of insight and immediate results (as soon as your first TV ad airs). Several different angles allow you to consult your data according to your needs. We can also enrich and customise your dashboard. Upon request: It’s possible to extend this data with other measurements from our tool, like page visits, baskets, purchase products, keywords entered on internal search, etc. to truly analyse your second screen visitors.
- Numerous socio-demographic criteria and interest groups available to qualify your audience (list available upon request) : number of children per household, consumption habits, affinity for certain products… Customisation of dashboards to integrate additional data from your media planning (GRP, costs of buys): measure your ROI from online after taking into account the costs of buys Integration of an audience history to measure incremental growth, even if you currently use another web analytics tool. This will also allow you to measure the difference between « organic » traffic, and traffic driven by TV.
- Here is a new example of a client who uses our TV Tracking Solution at the moment. The client? a French company specialised in household equipment – kitchens, bathrooms, interiors and exteriors. The company has many shops in France and an ecommerce website. AT Internet has supported this customer for 6 years and recently has just implemented TV Tracking Solution. Objective : The TV Spot promotes a specific kitchen with an attractive price. When internet user visits the website, he sees a specific teaser and a product sheet with the model seen in the TV Spot. Client wants to measure the impact of a TV spot campaign on kitchens and teaser performance: - Does traffic increase when TV Spot aired? - Do visitors who saw the spot have a look at more product sheets, do they spend more time on the website, do they come back later, do they add more products to their basket, do they convert? Achievements : At the moment it is too early to measure the real impact of the campaign but we noticed an increase of traffic and an increase on kitchen turnover.
- Une banque, très bien positionnée sur son marché géographique grâce à son large reseau physique d’agences avait besoin de mieux faire connaitre son offre complémentaire de “banque en ligne”, Besoin d’augmenter sa visibilité face à des Banque on line pure players qui eux étaient déjà très presents en pub TV. campagne TV spécifique sur cette offre de banque en ligne été menée: gros succès avec une augmentation de 35,8% sur les demandes d’ouvertures de comptes pour les visites qui sont liées à la diffusion d’un spot TV . Cela inclue les visites directes, et également celles des visiteurs revenus par la suite pour finaliser leur demande d’ouverture (visites rémanentes).
- Who is Windeln.de ? German online leader in baby equipment Concerns : Windeln in an online pure player TV Campaigns = big investment for the company Windeln has a specific target : baby equipment => specific age range for example TV Campaigns, therefore, are a big investment, that’s why it was necessary to measure revenue from TV spots and find out which combination is the most profitable : channel, spot, timeslot. Solution : Measure TV spots impact on the traffic. We compare exposed behaviour with not exposed behaviour. We compare impact of TV spots aired in local TV channels and in big TV channels : Viewed pages, products or chapters Sales, turnover and other types of conversion Products purchased We identifed that visitors exposed to TV spots aired in local channels better convert than the others. => Campaign ROI was better for Local TV channels. As a result, Windeln decided to focus the Media plan on local television.
- Solution is quick to implement: just 1 tag to put in place Data is immediately available: right after the first TV ad is aired, the dashboard is updated continuously throughout the campaign. Infinite exploration possibilities by cross-segmenting data, using our segmentation tool Cross with data like user pathways, conversion tunnels, exit pages… Enriched insights using your own data like historic and media plan data
- Solution is quick to implement: just 1 tag to put in place Data is immediately available: right after the first TV ad is aired, the dashboard is updated continuously throughout the campaign. Infinite exploration possibilities by cross-segmenting data, using our segmentation tool Cross with data like user pathways, conversion tunnels, exit pages… Enriched insights using your own data like historic and media plan data
- Solution is quick to implement: just 1 tag to put in place Data is immediately available: right after the first TV ad is aired, the dashboard is updated continuously throughout the campaign. Infinite exploration possibilities by cross-segmenting data, using our segmentation tool Cross with data like user pathways, conversion tunnels, exit pages… Enriched insights using your own data like historic and media plan data
- Solution is quick to implement: just 1 tag to put in place Data is immediately available: right after the first TV ad is aired, the dashboard is updated continuously throughout the campaign. Infinite exploration possibilities by cross-segmenting data, using our segmentation tool Cross with data like user pathways, conversion tunnels, exit pages… Enriched insights using your own data like historic and media plan data
- Solution is quick to implement: just 1 tag to put in place Data is immediately available: right after the first TV ad is aired, the dashboard is updated continuously throughout the campaign. Infinite exploration possibilities by cross-segmenting data, using our segmentation tool Cross with data like user pathways, conversion tunnels, exit pages… Enriched insights using your own data like historic and media plan data
- Solution is quick to implement: just 1 tag to put in place Data is immediately available: right after the first TV ad is aired, the dashboard is updated continuously throughout the campaign. Infinite exploration possibilities by cross-segmenting data, using our segmentation tool Cross with data like user pathways, conversion tunnels, exit pages… Enriched insights using your own data like historic and media plan data