- Combining online and offline: smart TV tracking supports multi-channel marketing campaign scheduling.
- AT Internet, the web analytics expert, now uses wywy’s real-time TV spot recognition to track the online impact of TV spots even if the time at which the spot was aired is unknown.
One way to deal with this is to use the trend of second screening (using TV and the Internet simultaneously) and the unique collaboration that exists between AT Internet (www.atinternet.com), a leading European provider of web analytics and wywy, the second screen experts ( www.wywy.com ).
Real-time recognition for real-time tracking – no ifs and buts
The solution: AT Internet uses the ‘LiveAd Analyze’ solution from Munich-based startup wywy. The Automatic Content Recognition (ACR) technology contained in wywy’s LiveAd Analyze detects when a TV spot has been broadcast and sends this information in real time to AT Internet’s web analytics tool, Analyzer III. “Analyzer III” measures and compares clicks, customer paths as well as search engine queries, brand traffic and direct traffic. Socio-demographic data such as the origin of the users is also collected. Conversions and sales are compared to calculate the ROI for the analysis. The result is an accurate and immediate evaluation of the effect of a TV spot.
Companies can benefit from TV tracking in several ways
This evaluation pays off for companies, as TV advertising is the 2nd biggest advertising channel in Germany after online advertising. According to the Bundesverband Digitale Wirtschaft (Federal Association of Digital Economy) both channels count for approximately 60 percent of all advertising.
However, even though there are very accurate methods available to measure the effect of campaigns, there are far less possibilities to measure the effectiveness of TV advertisements immediately. Using the real time data that is now available thanks to AT Internet and wywy, it is possible to compare both online and offline marketing actions instantaneously. With this information at hand, companies can make short term agile decisions, helping them answer the question of which channels should be added to the marketing mix. In this way multi-channel marketing campaigns become more effective and therefore more predictable.
Launch: windeln.de as a test project
The first client to benefit from the collaboration was windeln.de, which was founded in 2011. As is the case for many startups the company’s success depended heavily on TV ads. To use available resources in the most effective way and to avoid costly losses, the online store uses the new tracking provided by AT Internet and wywy. Oliver Zenglein, Head of Marketing at windeln.de is convinced by the benefits of the new tool: “With AT Internet’s analysis we are continuously optimising our marketing mix.
We no longer have to speculate whether our TV spot has been broadcast at the scheduled time. We can calculate the ROI of individual TV spots more precisely and adjust the media scheduling accordingly. Frank Piotraschke, Country Manager DACH at AT Internet, adds: “Thanks to the integration of wywy we can even see the effect of TV commercials when broadcast times have shifted or advertising schedules are missing. With this cooperation we have extended our platform with real-time TV data and help customers to optimise their marketing scheduling. This saves both time and money.”
“Wywy’s real-time recognition of TV advertising offers many possibilities. Our first product, LiveAd Flash’ enabled the synchronization of TV and online campaigns. With LiveAd Analyze advertisers can now also evaluate the impact of TV campaigns in real time” explains Eric St. Gemme, Business Development Manager of wywy. He goes on to say that “we are pleased to have AT Internet as our first strong partner for our product LiveAd Analyze.”
