Measuring Linear TV and On-Air Radio Branding Campaigns
It’s not cut-and-dry like digital, but there are ways, with reporting tools and Google Analytics, to measure some impact on traffic and conversions.
Measuring and reporting on on-air radio and linear TV advertising, especally with branding campaigns, involves gathering data and analyzing it to assess the effectiveness and reach of advertising campaigns. We have tools that combine media campaign data with Google Analytics data to present an overview on how campaigns affect website traffic and results. Here is a summary of the key steps involved in this process:
Establish Key Performance Indicators (KPIs): Identify the metrics that align with your advertising goals. For radio, common KPIs include reach (the number of unique listeners), frequency (the number of times an ad is heard), and response rate (the rate of audience response to the ad). For TV, KPIs include reach (the number of viewers), frequency (the number of times an ad is aired), and ratings (the percentage of the target audience reached).
Analyze Website Analytics: If your advertising campaign includes call-to-action elements or drives traffic to your website, analyze website analytics to measure the impact of your radio and TV ads on website visits, conversions, and other relevant metrics.
Provide Actionable Insights: Translate the data into actionable insights to inform future advertising strategies. Identify what worked well and what needs improvement, and make recommendations to optimize future campaigns.
Regularly Monitor and Adjust: Monitor the performance of your advertising campaigns on an ongoing basis. Continuously track key metrics, review audience feedback, and make adjustments to your strategies as needed to ensure maximum impact and return on investment.
Conversion & Event Tracking
Can certainly compare website analytics before and after media campaigns; and see the results of overall conversions, events, and website actions.
Organic Traffic Trends
If there’s a lift in organic traffic, typically your name as a keyword, during the media campaigns, then we can see the affects of the advertising, and prepare a “cost per lift” over a period of time.
Traffic vs. Media Strategy
Here we can overlay overall website traffic by day or week with station spots and costs to see website performance from a granular level; and track trends.
Market Summary Report
These reports show many options that are summarized by market. By station, by daypart, by weeks, by months, showing spend, impessions, CPP and CPM.
General Cost Report
Here is a summary of media spend, by channel, by source, by week.
These are samples of the number of reports that are available, but we focus on results, and being able to make decisions on all channels, even ones that are hard to track, or part of an overall branding campaign.