Post on 20-Jun-2015
TV advertising effect on search traffic
@earendarczyk
Nice to meet you!
Joined NetBooster from Google Directed French SEO team NetBooster Group offer Appointed Head of NetBooster
Premium in November 2012 Group Strategy Committee Member
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Agenda Main digital trends in 2014 It all goes down to attribution modelling Can we bring performance to offline
campaigns?
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The number of touch-points dramatically increased…
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… through different channels …
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... And cross border or social categories
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So where should you spend more?
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Should I spend more on TV?
Or try to gather better reviews?
In this context, TV is the main centre of cost
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So we asked ourselves … what if we tried to bring some performance in TV ad campaigns?
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Is Day parting relevant?
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• The graph clearly shows a higher impact around lunch time.
Is seasonality relevant?
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• The graph clearly shows a higher impact around lunch time.
What’s my optimal TV ad spend?
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•In this NetBooster’s study made for 1 client, 1 TV ad per hour was the right ad pressure for best online traffic impact.
Sometimes, the news is less good!
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Further considerations on time lag
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What should I do with the budget I gained from the study?
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Where should I invest then?
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Today’s takeaways
-An offline campaign does not mean you cannot check its performance all the way down to conversions-There is budget you can save and reinvest in digital campaigns with a CPA / ROI objective
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@earendarczykwww.netbooster.co.uk