Lunch booster: Leveraging web traffic data to assess and improve TV and Radio advertising effectiveness

On 7 November 2017, Dr. Bram Foubert, affiliated to Maastricht University, will present how companies can exploit digital traces to track the impact of their TV and radio commercials and identify, for example, the most effective channels, timing, spot variant, or genre of the preceding program.

Abstract

The past few decades, we have witnessed a growing tendency to measure marketing effectiveness. One area where the call for marketing accountability sounds particularly loud, is advertising. This should not come as a surprise: due to the increased fragmentation of audiences, more than 60% of advertising spending is said to be ineffective. When it comes to assessing the direct effects of online advertising efforts, marketers can rely on click-through rates. However, also traditional offline advertising increasingly leaves digital traces: According to a recent TNS Media study, up to 79% of consumers engage in “screen stacking,” which means that they have access to a second, typically mobile, screen (a tablet or smartphone) while watching TV, such that effective commercials immediately trigger visits to the company’s website. In this presentation, I explain how companies can exploit these digital traces to track the impact of their TV and radio commercials and identify, for example, the most effective channels, timing, spot variant, or genre of the preceding program. Insights into the drivers of offline advertising effectiveness are extremely valuable: they help marketers to improve the allocation of their advertising budget and realize a “bigger bang for their buck.”

Programme

12.30 - 13.00  Free lunch @Coffee bar The Nexus
13.00 - 14.00  Leveraging web traffic data to assess and improve TV and Radio advertising effectiveness @SIN 1.08

Practical Information

Date: 7 November 2017
Time: 12.30 - 14.00

Location:
BISS Institute
Brightlands Smart Services Campus
SIN 1.08
Smedestraat 2
6411 CR Heerlen

Speaker:
Dr. Bram Foubert

More about Bram Foubert

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