Zooming in on TV tracking
When an advertiser communicates through television, they gain access to a media planning that should reflect the entirety of scheduled broadcasts. However, this schedule is only an approximation: it doesn't allow the advertiser to know exactly when their piece will air. It is therefore difficult to check on their broadcasts or, going even further, to analyse the impact of their advertising campaign. That's where TV tracking comes in!
TV tracking: how to detect the airing of TV ads
The first step in TV tracking is making sure to be able to detect TV ads in real-time. Today, there are several technologies for detecting ads. The goal of these technologies is to give the advertiser the exact time (down to the second) of each time slot their ads aired. The most used of these technologies is one called "Fingerprinting".
A television broadcast is made up of a series of images and sounds. Detection consists of comparing these images and sounds with a database comprising all those of an advertiser's ads in order to detect these ads the moment they're broadcast.
But comparing these images and sounds manually, pixel by pixel or frenquency by frequency, would consume an enormous amount of resources—it would be a slow, costly, and inefficient process. Thankfully, "fingerprinting" provides ways around these barriers. This method associates each image and sound with a unique signature that represents it. It is now not the images or sound that we're comparing, but their signatures. A good "fingerprinting" method must be quick to calculate, be able to handle minor variations in the image or the sound, and have a capacity for extremely fast searching through massive databases in order to guarantee effective TV tracking.
To give you an idea, Admo.tv's French database contains over ten million images and audio samples! A single search is performed in this database 25 times a second for each television broadcast.
TV tracking: how to measure the impact of TV ads
Once you are capable of detecting TV ads, all that's left is to determine precisely the impact each TV ad has on the advertiser's online environment. Two steps are therefore necessary. This is the TV analytics aspect of TV tracking.
The first thing is to quantify this impact by comparing the measured traffic spike after a TV ad to the "undisturbed" traffic (how it should have been without the TV ad airing). TV analytics allows us therefore to calculate the number of additional visits for each detected ad. Thanks to TV analytics and TV tracking, advertisers can finally access data that enables them to evaluate and compare the performance of each of their TV ads. This data reflects the online engagement of TV viewers; i.e., how many TV viewers went to the advertiser's website after seeing the television ad.
But TV analytics doesn't stop there: in the second step, the advertiser can qualify their traffic increase thanks to user-centric attribution methods. This means separating, over the TV ad's impact period, the visitors who came as a result of the television ad from those who are there for other reasons (banners, emails, social networks, etc.). TV analytics and TV tracking help you to go further: on the one hand, they open the way to digital activation scenarios, and on the other hand, they make it possible to calculate the impact TV ads have on online conversions.
TV tracking: how to ensure the reliability of the data
Knowing the exact moment each of your TV ads airs is good, but mastering the broadcast context is even better! To refine the analysis of television's impact and avoid any bias, it's important to have access to particularly precise detection technology. Admo.tv's technology is a proprietary technology developed by our R&D team. It's the only one on the market to take into account all the factors that play a part in traffic increases: the length of the commercial break, the televisual context, the placement of the ad within the break, and even competitors' ads.
Beyond detecting ads, the method used to calculate their impact will also have an impact on the reliability of the results. At Admo.tv, the impact measurement is dynamic and adapts to all types of traffic and any impact period. By assuring the robustness of these factors, the data derived from TV tracking can be 99% guaranteed.
Finally, it's important for an advertiser to be able to access the details of the attribution method and to even be able to challenge the reliability of the data. TV tracking shouldn't be a black box! At Admo.tv, we work with our advertisers with complete transparency, and we are more than happy to explain our qualification methods as needed.
TV tracking : the first step toward TV / Adwords synchronisation!
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