Andreas SchroeterMember since May 2015Contact Andreas
- Co-founder & COO wywy
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Articles by Andreas All articles by Andreas
- Why the Traditional TV Buyer Will Never Use Programmatic TV in
With everyone predicting the rise of programmatic TV, the current challenge is to get established TV buyers with big budgets to start buying on the programmatic TV platforms. But is there incentive for the average buyer to change behavior?
- Five Reasons Programmatic TV Is Set To Skyrocket in
Programmatic Insider on
TV advertising is far from dead; it's just ready for a massive change. Programmatic TV, the automation and optimization of the TV ad buy, is the sea change bound to transform the industry. Goodbye fax orders, goodbye one-time planning with fixed campaigns, goodbye GRPs. Why?
Comments by Andreas All comments by Andreas
- Searches Spike When Connected To TV Ads
The results are very much in line with our own studies:- We found that 80% of incremental search volume happens within the first 90 seconds. - The actual incremental lift depends on the TV channel, the TV ad, the product and the product. We saw up to double the regular traffic for one automotive brand, for example.That said, many brands advertising on TV do not appear on top of the search results when TV viewers turn to Google/Bing for more information, basically paying for the TV-inspired search with their TV ads and then letting other parties take advantage of this effect.
- Who Wins In An Ad-Free Video World? I'd Bet On Amazon
(Online Spin on
Great discussion. I would like to add a link to Ben Thompson's Stratechery blog on how TV is evoling: https://stratechery.com/2017/the-great-unbundling/It' worth a read, some great thoughts on how TV's bundling business model will need to change, as already pointed out by Dave with the "skinnier" TV bundles.
- Just The Facts, Please -- In Our Industry As Well As Politics
(Online Spin on
Couldn't agree more. The new Thinkbox study shows this clearly for TV watching behavior - there is a perception vs. reality gap: https://www.thinkbox.tv/Research/Thinkbox-research/TV-Nation-Ad-Nation
- iSpot.tv, TVSquared Team For Same-Day ROI TV Ad Data
First-of-a-kind is such a strong word, as wywy has been doing this already for quite a while, just recently announcing its new TV Analytics Dashboard: http://adexchanger.com/tv-2/as-tv-evolves-beyond-the-grp-ford-goes-along-for-the-ride/That said, taking average insertion costs gives a first good impression but as costs can vary by 90+ percent depending on the advertiser, it does not paint an accurate picture. Advertisers need to use their true net costs per airing to get the right ROI for them.
- Programmatic Might Be A Plus For Creatives
PJ,Couldn't agree more. We've seen with our clients what just changing the call to action in a TV ad can do in getting viewers to visit a website. One ecommerce company doubled revenues based on a different call to action. IMHO it's more about re-connecting the creative and the execution side, providing valuable, understandable and timely feedback on which creatives work and which don't. Currently, it's rather a step by step process, first finishing the creative, then starting the campaign. But it needs to be iterative. And that does not need to be expensive, e.g. by changing voice overs, displaying a different product deal, changing the written call to action. And then there are the first personalized video ad technologies, dynamically creating video ads on the fly. Programmatic let's you test and analyze different versions easily - a dream come true for marketers.
- Digital Video Fraud, Viewability And The $50 Rolex
(Online Spin on
As long as you can impress someone with your $50 Rolex there will be people buying that kind of inventory. But as more and more people get educated about viewability, fraud etc. the big budgets will shift towards the "real" inventory. In addition, it's on every serious video network's radar screen, all of them addressing this issue, thereby educating their clients (even if they do not want to hear about it).I like to compare it to the SEO emails I get every now and then: "I guarantee a #1 ranking on Google". Sure, someone might still go for that, but most people have figured out by now that noone can guarantee a ranking on Google with a $50 budget a month.
- TV Attribution: Where's the Beef?!
(Metrics Insider on
Great points, Anto. IMHO I would differentiate between direct and indirect impact of TV advertising. The direct impact - people immediately engaging with the brand after seeing the TV ad - can be measured quite well today, be it looking at call logs or at website uplift. This direct impact also has quite an effect on your digital paid search & affiliate campaigns as many viewers turn to Google to search for the product advertised instead of going to the URL shown in the ad directly. You could actually filter out these positive TV-driven effects on your digital advertising by taking the exact ad occurence into account when doing the analysis.The indirect impact is harder to "capture" as it is long-term and - as Ed pointed out - quite hard to determince the causal relationship between running TV ads and response rates. A particular sale in a store as one response metric can be measured (although it is far from easy) by matching viewing data from set-top boxes with credit card purchase data in an anoymized way. I want to mention two other examples that indicate the diffculty: A better brand image might lead to people more likely to click on a display banner six months later because they know and trust the brand. In an extreme case, think of Porsche - building their brand image starts at a child's age so that everyone wants one when they are older but only a few will be able to afford it 30,40,50 years later.That said, as TV advertising often is the biggest part of the marketing budget, I absolutely agree with you that the right (i.e. proper) TV attribution and how we can measure it today should be part of any marketing attribution analysis.
- Atkins Demonstrates Connection Between Television, Search Advertising
(Data and Targeting Insider on
Matt,Your suggestion is a valid option, similar to displaying the URL where they can get the offer. That said, many viewers just turn to Google search instead of going to the website - for whatever reason. A recent IAB study found that 37% of viewers looked up product information online after seeing a TV ad (source: http://www.iab.net/media/file/TheChangingTVExperience.pdf). The idea of syncing TV and paid search is to have all potential ways of people interacting with the TV ad covered, be it search, the website, or even texting. Google just published some results on how TV influences the number of searches based on a Nest TV campaign: https://www.thinkwithgoogle.com/articles/second-screen-searches-crucial-i-want-to-know-moments-for-brands.htmlAnd finally, it's not really a lot of work as the entire synchronization is done automatically once you set up the campaign. Here's a video that explains the entire process: https://www.youtube.com/watch?v=AvVBAb27CK4Hope that helps.
- Television, Search Cross-Media Campaigns Require Timing
Laurie,We have done som studies on how TV ads impact search behaviour, linking search campaigns to the exact moment the TV ad aired. TV inspires people to search more about the product they just saw, in Suzuki's case the search traffic more than doubled right after the TV airing (more info here: http://wywy.com/success-stories/suzuki-drives-website-conversions-with-tv-synced-paid-search-campaigns/).That said, I agree with Ed that the moment matters. Syncing your TV and paid search campaigns makes sense in general but carefully selecting the times for when your audience is "in the right mood" matters even more. Be it diet ads on Sunday or dating ads on Sunday. Or job portal ads on news channels as people think about their job and career opportunities more than when watching something else.
- Why the Traditional TV Buyer Will Never Use Programmatic TV
Ed,Thanks for your comment. My post was not aimed at suggesting that the "young digital video selling fraternity" is smarter than the "old TV buyers" - if you perceived it that way I am sorry. My point was that there are folks out there that already believe in programmatic buying because they are using it every day for their display and video ads. We should focus on getting these people onboard for Programmatic TV and not try to convince people who are sceptical about it. The TV industry is not going to change overnight (I think/hope we both agree on that) and there is plenty of room for buying TV ads the "tradtional way" and the "programmatic way". After all, it took about a decade for programmatic online advertising to reach 50% of the online ad sales.