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TV Analytics

How to compare your TV campaign performance with e-commerce purchase activity

Written by Tony Loxton
Apr 25

If you don’t know how well your TV campaigns are faring, understanding your e-commerce purchase activity is a whole lot harder. TV ads are notoriously expensive, yet research shows that they’re still the most powerful medium of advertising. 

But in order to make sure that your TV ads are resulting in sales, you need to measure your campaign performance as well as online purchase activity.

In the past, monitoring TV campaign performance was guesswork. Today, it’s a science.

Measuring the efficacy of your latest TV ad entailed a focus group, an award (if your creative was worthy of the industry’s stamp of approval) and a considerable dollop of estimated guessing. While it’s true that TV is an exceptionally persuasive and powerful medium, not all TV ads are made equal. The good news? There’s a way to measure the precise metrics of your campaign performance that’s based on data, instead of assumption.

Thanks to the plethora of channels with which a customer can interact with your product, all disparate platforms have to work in unison to drive sales. And in order to make sure that they are, you need to be measuring them.

Measuring your TV campaigns in isolation is useful, to a point. Measuring your TV campaign analytics along with your ecommerce purchasing activity, however, gifts you with insights as to whether your TV ads are actually driving sales. For example, if you run an ad on a certain network at a certain time, yet traffic remains unchanged on your website, you might have a problem. In the same vein, if you run a different ad on exactly the same network and time slot, and web traffic spikes shortly after, you’ll know which creative resonates best with that particular audience.

Combining TV campaign analytics with Google analytics, for example, can give you an even clearer picture of your campaign performance.

If you’re using digital marketing analytics tools, like Google analytics for example, you can measure your campaign performance in terms of search too. If you notice that more people search for your product after your ad has aired, it’s a sign that your TV campaign is effective. If however, searches are rising immediately after an ad has aired, yet visitors click away from your site soon after landing on it, this may point to a problem with your website. What’s more, if your TV ads are resulting in searches, yet web traffic to your ecommerce store remains unchanged, your SEO strategy may be to blame.

Countless brands are still foolishly relying on vanity metrics to measure their TV campaign performance.

In an age where the benefits of data-driven analytics are touted at every turn, it’s baffling as to why many leading companies fail to bring their TV campaign performance into the digital age. It’s not Facebook likes or a Cannes Lion that count, instead, the holy grail of a winning TV ad is quite simply one that results in an increased bottom line. Thanks to Blix TV, the missing puzzle piece in campaign performance analytics – TV – is now within your grasp.

Blix TV measures your TV campaign performance, delivering metrics that are easy to understand – and more importantly – actionable.

We’ve built Blix TV to make measuring and tracking your campaign performance as simple as possible. This smart tool kit removes the guesswork, shedding light on ROI from marketing and campaign performance to equip all stakeholders with the data they need to create, implement, manage and invest in successful TV campaigns.

Learn more about Blix TV

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