Measuring the impact of TV ads on a website traffic
SeLoger wanted to measure the impact of a 2-month TV campaign on the website traffic of the advertiser. The TV media plan was split up into 9 different channels; Performics sought to understand which of the channels, programs and time slots were most impactful.
Performics set up an econometrics study based on several sources of data, hour per hour:
- Website traffic
- TV commercials on 9 channels (spot per spot)
- Seasonality variables
- Trend variables
- Persistence variables
- Data pulled from offline and online campaigns
Performics’ implementations within the TV campaign had a significant impact on website traffic:
- Generated 1.6 million incremental visits
France 2 channel outperforms while D8 underperforms, despite similar investments.
France 2 outperforms D8
1.6 million incremental visits to website