Urban Ladder is using Vizury’s TV attribution and analytics tool to tie its TV ad spend to its other marketing activity. Although Vizury originated as a display retargeter, it works with a number of e-tailers to help drive actions like in-app purchases.
“As we analyzed the path to conversion, we realized one of the major contributors to traffic spikes and drops in digital was what a marketer did in their offline marketing, particularly TV,” said Sunil Kumar, a senior product manager for new initiatives at Vizury. “Our ecommerce customers wanted to know how their television commercial influenced things like app downloads and frequency of purchase.”
Urban Ladder’s objective was to identify the channels and content genres (like movies, entertainment or infotainment) that contributed most to its site traffic. The brand chose to target a national audience narrowed down by key metro areas.
Although there is no foolproof way to determine whether a TV ad drove site traffic unless you’re in a room with a person when they view the ad, there are workarounds.
By segmenting Urban Ladder’s database, Vizury helped predict what programs would best perform against the brand’s audience personas.
Vizury created a control test that isolated website visitors that arrived on Urban Ladder’s site from other digital channels like email, display and social. Thus, it could segment visitors who came to the brand’s site either through natural or branded search.
“We then collected data around when a particular ad ran, what network and how many people visited the site after the ad ran,” Kumar said. He said Vizury’s database pipes in minute-level data through integrations with ratings companies and other TV-monitoring agencies.
One of the biggest surprises, according to Ramaprakash, was the latency effect around its campaign flight.
“An interesting learning for our category was the lag [from the TV ad exposure] to the actual sales impact that came a few days to a week later,” said Ramaprakash.
That delay could be anywhere from a few hours to several weeks, especially if a viewer saw a brand’s commercial three times over the course of a week.
Urban Ladder also determined which programs were most effective at driving traffic at different time slots.
For instance, Animal Planet, Discovery, History TV18 and TLC performed best around the 4 p.m. time slot on the weekend, while movie channels like Sony Pix performed well during the 6 p.m. and 11 p.m. slots, judging from the site and mobile traffic spikes that occurred simultaneously.
“We also saw that many [niche] channels performed better than [premium] channels in a genre,” Ramaprakash added. “We saw very good traction with a Hindi [general entertainment channel] where we had not anticipated such an impact.”
Advertisers often buy common search phrases associated with their brand (for instance, “cheap furniture”), but that can build up traffic for that search category – and not necessarily brand recognition.
“This is where attribution can really come in, and say, ‘Yes, this customer began with search but these were his other touch points,’” Kumar said. “You want to determine if someone who never opened your email now has more awareness of your brand because of TV, so they open your email now.”