Do you have questions regarding TV analytics, TV tracking or the TV/AdWords synchronisation?
Admo.tv has all the answers!
What is Admo.tv?
Admo.tv is one of the European leaders in TV & Radio analytics. Founded in 2015 by Pierre Figeat and Baptiste Brunin, the platform analyses in real time the impact of television ads on the advertiser’s online environment, allowing them to optimise their media plans and maximise the ROI of their offline campaigns.
How does your TV tracking solution work?
A TV tracking solution makes it possible to detect TV ads in real time as they are broadcast on different television channels. The Admo.tv TV tracking solution works using a process called Fingerprinting. First, the advertiser’s ad is collected and then stored in a database. Admo.tv then scans television broadcasts. By comparing the signature of the images making up the broadcast with the database made up of all the images in the advertiser’s TV ads, Admo.tv provides a media schedule that is accurate down to the second. The technologies used by Admo.tv are patented in Europe and ensure an unparalleled analytical precision. Beyond the exact time of the broadcast, Admo.tv’s detection technology provides all the ancillary broadcast elements indispensable to completely analysing the TV impact: position during the break, length of the break, mention in a show, competing broadcasts, etc...
How do you quantify the TV impact?
Admo.tv quantifies the TV impact by comparing the website traffic observed following the airing of a TV ad with what should have been observed had the TV ad not aired, called the “baseline”. In order to determine the “baseline”, Admo.tv uses a predictive model based on a so-called “rolling” calculation method: each second, traffic is predicted for the next five minutes. Each time the airing of a TV ad is detected, the algorithm calculates the difference between the real traffic (affected by TV), and the traffic calculated by the predictive model. Thanks to this model, Admo.tv guarantees over 99% reliability of their calculated data.
How do you qualify TV-exposed visitors?
Admo.tv qualifies TV-exposed visitors using a positive exclusion method. Today, there is no magic wand that allows you to follow each TV-exposed visitor. However, we can statistically attribute the visits in a restrictive manner with a method based on an analysis of the source (excluding that which is not a URL or SEO/SEA during a TV period) and on-site behaviour (Which path does the visitor take? How frequently do they connect to the site?). This qualification lets us not only follow the conversion of TV visitors, but also lets us capitalise on TV investments, thanks to digital activation scenarios or to transmit this audience to DMP-type partners.
What type of clients do you work with?
Admo.tv works as well with pure play advertisers as with brick & mortar advertisers. These brands include advertisers such as Meetic or Showroomprive.com, as well as more traditional advertisers such as HSBC or Peugeot. Recommendations are always made with consideration of the client’s objectives, whether they are more branding- or ROI-oriented.
Which questions can your solution answer?
- Which campaigns work the best?
- On which days, day-parts, and channels are ads most effective?
- Which audience is the most reactive? The most engaged?
- Where is the audience located?
- How do TV-exposed visitors interact with the advertiser’s online environment?
What is the Adboost offer?
Adboost is the first TV/SEA synchronisation solution based on machine learning. Thanks to this offer, an advertiser climbs to the top AdWords position during favourable TV contexts. Thanks to machine learning, the algorithm only selects the highest-performing combinations of TV channels: those that most optimise the advertiser’s CTR.
Why use Adboost?
Exposed TV viewers are costly, and they are more qualified than an average internet user: it is a target that the advertiser went searching for on television and who has directly reacted to the message by then going online. It is therefore strategic to capitalise on the Drive-to-Web impact of TV ads to capture engaged TV-exposed visitors in the advertiser’s web pipeline. Additionally, Adboost can adapt to the advertiser’s strategy and media schedule, and can be activated not only on an advertiser’s own ads (defensive strategy), but also on a competitor’s ads (offensive strategy, notably activatable if the advertiser is not on television).
What is the Adextend offer?
Adextend is an offer that enables retargeting, audience extension, and on-site personalisation for exposed TV viewers. By marking these viewers using a TV cookie, then crossing this data with the advertiser’s DMP platforms or retargeting partners, the profiles of TV visitors can be stored and separated in order to improve the advertiser’s knowledge of the audience and create “TV-like” audiences.
Why use Adextend?
When a TV-exposed visitor goes to an advertiser’s website after a TV ad has been aired, they are not necessarily ready to convert immediately. By offering content on the site adapted to the TV ad which brought them, we can boost their conversion potential. If the TV-exposed visitor leaves the advertiser’s site without converting, they will be more likely to be recovered on other sites thanks to personalised retargeting (in connection with the TV ad). Finally, a “TV-like” audience is more likely to convert than a regular audience. Adextend therefore meets one single objective: boosting the TV impact by accompanying the TV-exposed visitor in their journey right to the end and thus reconciling online and offline data.
How is Admo.tv different than other providers?
Admo.tv is the only provider on the market to have their own TV-tracking technology, a necessary prerequisite to TV analytics. This technology, patented in Europe, makes it possible to detect, in real time, the airing of the advertiser’s TV ads and those of their competitors. In addition to the timing, Admo.tv takes into account all the other factors that could influence the Drive-to-Web impact, such as the position of the ad in the break or even the length of the advertisement break.
Why is this technology fundamental? This technology offers an unparalleled analytical precision in analysing the data and lets Admo.tv master TV broadcasts. By mastering the broadcast environment, real-time digital activation offers such as Adboost can be implemented. This gives the advertiser 360° visibility of their attribution model by integrating offline contact points in their acquisition funnel.
In addition to this proprietary technology, Admo.tv guarantees more than 99% reliability of their data regarding the direct impact of each TV ad. The algorithms developed by Admo.tv allow for a precise ad-to-ad attribution for the advertiser. The advertiser will thus know the exact contribution of each ad to their traffic or their conversions, even in the case of simultaneous airings of several ads on different channels.
Finally, Admo.tv gives advertisers access to their R&D team to calculate the indirect effect of each TV ad.
What is the indirect effect?
The indirect effect generally represents between 40% and 80% of the total number of visitors brought to an advertiser's online environment by a television campaign. This impact translates to the global effect of television (branding effect – persistence effect). Indeed, numerous viewers will not go to the advertiser's website immediately after having been exposed to the TV ad, for simple contextual reasons (their programme is back on, it's dinnertime, their cell phone does not have good reception, etc.). Their visit to the site, regardless of how late it may come (3, 24, or even 48 hours after the ad airs) must still, however, be attributed to television. Additionally, the TV has a "word of mouth" effect which must also be taken into account when analysing the indirect impact. This indirect effect is calculated by our R&D team at the start of the campaign.
What type of benefits can an advertiser expect from the Admo.tv platform?
Thanks to Admo.tv, an advertiser can have a clear vision of their offline investments and their ROI by knowing the precise impact each TV ad has on their online environment (whether in visits or conversions), and they can then optimise their campaigns’ media decisions. For example, ASSU 2000 lowered their cost-per-visit by 65% between their campaigns, and Interflora reduced their cost-per-order by 15%.
Interested in the analysis of your TV impact?
Time to boost your TV campaigns! Discover how to grab and validate data from TV, read and interpret Drive-to-Web data and set up concrete and efficient optimisations.