“How To Measure The Success Of Your TV Ads Through Digital Analytics - Forbes” plus 2 more

“How To Measure The Success Of Your TV Ads Through Digital Analytics - Forbes” plus 2 more


How To Measure The Success Of Your TV Ads Through Digital Analytics - Forbes

Posted: 18 Jul 2019 04:30 AM PDT

Years ago, our team was running the digital channels for a client of ours while another agency was running TV ads. One week we had some incredibly exciting news to share with the client on the weekly performance call: The previous week, we had almost doubled sales. We saw a huge uptick in both branded and nonbranded search traffic. We showed the graph. We felt awesome.

Then our client reminded us that a TV ad had gone live last week. That was the last time we let media run in silos.

One of the most common questions that many marketers get is: "What's the online impact of our TV advertising?" It's a question that needs an answer. Without seeing or understanding the full effect of your advertising, it's hard to truly gauge the all-important return on investment. Not to mention it's incredibly valuable information to have as you optimize, adapt and evolve your marketing.

As I discussed in a previous article, the many digital paths that a TV viewer can take are complex, varied and often not exactly what you want. Despite the challenges presented by so many on- and off-ramps, it's really important to find a sound and transparent method of measuring a TV ad's success and its effect on other channels.

While there are numerous platforms and solutions for measuring the impact of TV advertising on the market today, advertisers that have run TV ads have a wealth of data at their fingertips via analytics within their digital platforms, many of which have data going back years that could be used to analyze the performance of past TV ads.

With that in mind, here are a few strategies you can use to understand the full picture of what's working and what's not.

Take Advantage Of Free Tools

You don't have to pay for everything. Google Analytics is a free tool for measuring and tracking website user activity. We recommend it to our clients because it's one of the best tools out there and many businesses have years of data that can be mined for cross-channel insights.

Don't Settle For One Attribution Model

Google Analytics lets you view campaign data through different types of attribution lenses depending on the goals of the campaign (e.g., first click when you're focused on reward channels that bring in new visitors or last click when you're focused on efficiency). While the industry is moving toward data-driven attribution — an attribution model in Google Analytics that automatically adapts to each advertiser based on previous behavior — we always recommend fitting attribution models to the campaign instead of fitting the campaign to the attribution model. For example, giving a heavier weight to organic search and direct navigation can help you determine which channels are most influenced by TV. Additionally, we find that advertisers benefit and gain a deeper understanding of their audience and the roles played by each channel by comparing multiple attribution models.

Use Custom Segments To Compare Markets

When a TV ad runs in only a handful of markets, you can set up audience segments in Google Analytics and run a test. Set one market as a test, and set other comparable markets where the ad isn't running as the control markets. You can then analyze lifts in direct website traffic, organic search and branded paid search to quantify the lift in demand driven by TV relative to comparable control markets. Armed with this knowledge, you can increase investment in approaches proven to work and reallocate resources from those that aren't. Or, as we like to say, "Spend less, make more."

Monitor Search Volume To Measure Digital Demand

Search traffic is a great way to see what buyers are interested in. Search trends also reveal a lot about user demand. When a TV ad is running in certain markets, measure variances in branded search traffic to identify the lift driven from the ads. You can monitor search traffic through free tools like Google Trends. This will highlight what potential buyers are looking for and what kind of search keywords they're using. Then, apply these insights to better connect your brand to the search queries.

Leverage Vanity URLs And Custom Offers

Vanity URLs are unique web addresses specifically created for individual marketing purposes. Instead of featuring your main website URL in your TV ad, you can create a unique URL or more often a directory URL tied to a custom offer. Vanity URLs help assess and pinpoint the direct traffic driven by that ad. When creating the URL, it's usually best to make it brand relevant and easy to recall (e.g., MyProduct.com or Brand.com/TV).

There's one caveat to remember: Many users will still use your main website URL, which is why this can't be the only form of measurement. Make sure you track lift in direct traffic corresponding with TV activity to capture and understand the full impact of your TV ad.

Measuring the impact of your TV advertising on digital traffic is no simple task. And it isn't an exact science. It takes the right data, tools, experience and constant human attention to better understand the relationship between the two worlds. With the rise of addressable television, these worlds will likely continue to collide, providing advertisers with better insights into cross-channel performance. Until we're there, this article will hopefully give you an idea of where to start and help you determine which approach and system of measurement work best for your brand.

Search and Content Analytics Market Emerging Trends and New Technologies Research 2019 – 2025 - Market Research Headlines

Posted: 18 Jul 2019 08:44 AM PDT

The Search and Content Analytics market report presents the vendor landscape and a corresponding detailed analysis of the major vendors operating in the market. Search and Content Analytics market report analyses the market potential for each geographical region based on the growth rate, macroeconomic parameters, consumer buying patterns, and market demand and supply scenarios.

The analysts forecast the global search and content analytics market to grow at a CAGR of 22.25% during the period 2019-2025.

Search analytics is the practice of searching for data to examine interactions between content during searches, web searchers, and search engines. The analysis and collection of data during searches can be used in search engine optimization and search engine marketing to increase the visibility of websites in search engine result pages. Search analytics benefits webmasters and website owners by improving the performance of their websites on search engines such as Google, Bing, and Yahoo. Search analytics includes keyword monitoring, advertisement history statistics, search trends, and website comparison.

Click the link to get a free Sample Copy of the Report:

https://www.marketinsightsreports.com/reports/07171361900/global-search-and-content-analytics-market-size-status-and-forecast-2019-2025/inquiry?&Mode=51

Competition Analysis

Global Search and Content Analytics Market – Vendor Landscape: The analysts authoring the publication explain the nature and future changes in the competitive scenario of the worldwide companies that are profiled in the publication guide, some of key players that includes in the study are Google, HP, IBM, Microsoft, SAS Institute, Dell EMC, OpenText, Oracle, Teradata, Hyland Software, Newgen Software, Lexmark, Alfresco, Everteam, Xerox & Other.

The Study is segmented by following Product Type,

Search Analytics

Content Analytics

Major applications/end-users industry is as follows

Retail

BFSI

Education

Health

Other

This study mainly helps understand which Search and Content Analytics market segments or Region or Country they should focus in coming years to channelize their efforts and investments to maximize growth and profitability. The report presents the market competitive landscape and a consistent in depth analysis of the major vendor/key players in the market.

Regional Analysis For Search and Content Analytics Market:

For comprehensive understanding of market dynamics, the global Search and Content Analytics Market is analyzed across key geographies namely: United States, China, Europe, Japan, South-east Asia, India and others. Each of these regions is analyzed on basis of market findings across major countries in these regions for a macro-level understanding of the market.

Important Features that are under offering & key highlights of the report:

– Detailed overview of Search and Content Analytics market

– Changing market dynamics of the industry

– In-depth market segmentation by Type, Application etc.

– Historical, current and projected market size in terms of volume and value

– Recent industry trends and developments

– Competitive landscape of Search and Content Analytics market

– Strategies of key players and product offerings

– Potential and niche segments/regions exhibiting promising growth

– A neutral perspective towards Search and Content Analytics market performance

– Must-have information for market players to sustain and enhance their market footprint

Read Detailed Index of full Research Study at @

https://www.marketinsightsreports.com/reports/07171361900/global-search-and-content-analytics-market-size-status-and-forecast-2019-2025?&Mode=51

What this Research Study Offers:

  • Global Search and Content Analytics Market share assessments for this regional and country level segments
  • Market share analysis of the top industry players
  • Strategic recommendations for the new entrants
  • Search and Content Analytics Market forecasts for a minimum of 5 years of all the mentioned segments, sub-segments, and the regional markets
  • Market Trends (Drivers, Constraints, Opportunities, Threats, Challenges, Investment Opportunities, and recommendations)
  • Strategic recommendations in key business segments based on the market estimations
  • Competitive landscaping mapping the key common trends
  • Company profiling with detailed strategies, financials, and recent developments
  • Supply chain trends mapping the latest technological advancements…Continued

For more information about Customization

Market is changing rapidly with the ongoing expansion of the industry. Advancement in the technology has provided today's businesses with multifaceted advantages resulting in daily economic shifts. Thus, it is very important for a company to comprehend the patterns of the market movements in order to strategize better. An efficient strategy offers the companies with a head start in planning and an edge over the competitors. Market Insights Reports is the credible source for gaining the market reports that will provide you with the lead your business needs.

Contact Us:

Irfan Tamboli (Head of Sales) – Market Insights Reports

Phone: + 1704 266 3234 | +91-750-707-8687

sales@marketinsightsreports.com | irfan@marketinsightsreports.com

49% of all Google searches are no-click, study finds - Search Engine Land

Posted: 19 Jun 2019 12:00 AM PDT

"I think marketers are probably in a mixed position today vs. three years ago, depending on their sector," Rand Fishkin, SparkToro founder and author of a recent analysis on Google clickstream data, told Search Engine Land Tuesday.

The data, provided by marketing analytics firm Jumpshot, showed that zero-click searches on Google have steadily risen over the past three years. In the first quarter of 2019, 48.96% of all U.S. Google searches captured by Jumpshot ended without a click, an increase of 12% from the first quarter of 2016.

The data also showed that, in the first quarter of 2019, 41.45% of Google searches resulted in organic clicks to non-Google sites and 5.9% of searches ended with the user heading to another Google-owned web site. When looking at just the searches that resulted in a click, 12% went to Google-owned sites.

"If you're in a field Google has decided to enter, like travel, hotels, flights, lyrics, etc., the search giant is almost certainly cannibalizing your market and removing a ton of opportunity," said Fishkin, who will be keynoting SMX East in New York this fall.

Where_users_click_after_searching_google_sparktoro_jumpshot
Source: Jumpshot and SparkToro

Organic click erosion. Jumpshot estimates that there were approximately 61.5 billion organic, browser-based search clicks available from Google in Q1 2019 — a decline of nearly 20% from the 75.6 billion clicks Jumpshot estimates were available in the first quarter of 2016.

Google organic search traffic opportunity sparktoro jumpshot
Source: Jumpshot and SparkToro

Click-through rates down on organic, up on ads. The click-through rate on organic searches have fallen by 13% to 47.4%, while the click-through rate on search ads has risen by 75 percent to 3.69% over the same period.

Mobile organic getting hit harder than desktop. Mobile accounts for the majority of zero-click and paid search growth and, as shown in the chart above, search traffic opportunity has declined more sharply on mobile than desktop. Mobile also happens to be where overall search volume is highest, which can magnify the impact for brands.

Fishkin attributes some of this to Google's "aggressive SERP features and instant answers." Ads also often take up the full screen above the fold on mobile.

Fewer big winners. Zero-click searches can occur when users get the information they're looking for right on the search results page, which Google facilitates through a variety of featured snippets. In her keynote at SMX Advanced earlier this month, Jessica Bowman, CEO of SEO In-house and Search Engine Land editor at large, discussed the concept of Google becoming less search engine, more portal and how companies should be preparing for this significant shift.

When asked about whether the trend towards more frequent featured snippets and zero-click searches would favor brands with more resources, Fishkin said that it might, but also suggested that it's a reflection of the domestic business climate.  

"Smaller brands can certainly play in featured snippets and other types of rich results, but overall your analysis is likely correct. More and more of Google's search traffic is going to a few big winners. To be fair, though, that's also the trend of dollars in the overall US economy. Wealth concentration and search traffic concentration are correlated, and though neither are healthy, American voters are likely more to blame than Google."

Methodology caveats. The figures are based on over one billion web browser searches on ten million domestic desktop and Android devices in the US. It does not include searches conducted on iOS devices, the Google Search app, voice-only devices or searches that ended in a click to a mobile app.

Why we should care. With nearly half of all searches going no further than a search results page and 12% of those that do lead to clicks headed to an Alphabet property, some marketers may be feeling an organic pinch — especially those who work in sectors that compete against Google's offerings (like travel bookings or food delivery) — but there's still reason for optimism.

"In sectors they [Google] don't directly compete in, there may be fewer total clicks available, but probably more searches total," Fishkin pointed out, adding that practices such as optimizing for featured snippets and adding schema markup can be an effective solution for influencing discovery and searcher behavior.

The direction of Google's business model has also caught the attention of the Department of Justice, and as regulatory scrutiny heats up, marketers may be in a position to help stem the tide.

"There's an opportunity in this moment, while the press is paying attention and the government is looking at Google, for marketers and publishers to contribute their stories and potentially influence Google's behavior," Fishkin said. "My hope is those contributions can help hold the search giant to account, and keep the playing field fair, open, and filled with competition."



About The Author

George Nguyen is an Associate Editor at Third Door Media. His background is in content marketing, journalism, and storytelling.

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