Sunday, 8 June 2008

Measuring TV

Google has expanded its web analytics offering to include metrics on TV advertisments and the impact they have on website traffic. This addition generates automatic reports that tell marketers when and where their TV ads ran, the number of impressions delivered, the cost and the CPM. The data can also be looked at by region, should an ad buy focus on a specific city for example, Google Analytics can track traffic coming to your site from that area only... an interesting way to test alternate versions of ads?

As Brett Crosby, a group manager with Google Analytics says:
"One of the common complaints with TV and all advertising is that it's difficult to track success, and when you do get any sort of tracking information, it takes so long [to receive] that it's difficult to act quickly on," he said. But the Google TV analytics data "is updated throughout the day, so it allows people to make very quick decisions about what is working and what is not."

6 comments:

elle marketing communications said...

Does this work for cable or network or spot TV only?

Ian Orekondy said...

It works for market-by-market buys on the Dish Network's 94 channels. DISH reaches about 13 million viewers, so the Google TV opportunity is most interesting (to me) for it's ability to measure and test creative by market, channel, program(daypart).

Where else can you get second-by-second tune out metrics for each aired spot?

For broader reach, advanced targeting capabilities, and similar integration with Google Analytics, check out Google Audio (Radio), which works via a partnership with Clear Channel and covers the entire U.S.

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