Television is one of the favourite media of the French. In fact, the French watch the small screen for an average of 3.58 hours. For several years now, television has been available on the web via smart TVs or TV boxes. The replay format is very popular with Internet users, and is offered by many channels such as TF1 with MyTF1, M6 with 6play, FranceTV, etc. But how can you create an effective TV advertisement so that consumers go to your website? We explain everything about TV drive to web campaigns.
Here's how to run a successful TV drive to web campaign:
- What is a drive to web campaign?
- Tips for optimising your TV campaigns and your website
- Tools to analyse your existing ads
What is a TV drive to web campaign?
The drive to web represents all the offline marketing actions deployed in order to generate traffic on a website so that visitors carry out an action such as a purchase or a request for a quote for example.
Several terms are associated with drive to web:
- Drive to call: when a company's number is promoted to generate a maximum number of calls
- Drive to social: the objective is to increase a community on social networks
Today, we see more and more TV advertising campaigns that highlight their web in their commercials to generate traffic to their digital platform.
Some tips for optimising your TV campaigns and your website
We offer you 3 tips:
Website optimization: e-reputation and SEO
To maintain your e-reputation, you must :
- Be present on social networks
- Share quality content
- Have a recognisable and unique visual identity
- Exchange with your community
Regarding SEO, it is important that your website is regularly updated with recent blog posts and well referenced on the net. If your website has good SEO, then it will be more visible and therefore attract more consumers.
How do you get viewers to come to your website?
Your advert should be constructed and thought out in advance to direct its audience to your website. It is advisable to display your website address and make it audible to viewers.
The TV spot should be short but effective. The purpose of the spot is to attract the viewer to your brand. The ideal format is between 15 and 30 seconds, which, for example, can show one of your flagship products or THE new product that has just been released!
The Carglass brand is a perfect example:
Respecting television advertising rules
In order to avoid any excesses, advertising on French television is subject to strict regulations on both the content and the form of the advertisements. Firstly, there are regulations on broadcasting time. For example, private channels are limited to 9 minutes of advertising per hour compared to 6 minutes for public channels (we are talking about a daily average). Secondly, the ARP (professional advertising regulatory authority) must authorise the broadcast of your advertisement.
Tools to analyse your drive to web advertising campaigns
How much money do you make from these ads? There are many questions, but most importantly, how much is your return on investment, also known as ROI?
There is a very useful indicator for brands: online viewer engagement. Yes, a TV spot does drive digital engagement: on average +61% gain* in web traffic, thanks to a TV campaign, in the minutes following the broadcast of your TV spot. This is the famous drive to web effect.
Performance monitoring tools: Admo, Realytics and Google Analytics
Admo and Realytics tools allow for the proper analysis of your results. Realytics is a specialist in the customer journey: from viewer to user. Admo helps you measure your TV advertising impact.
A very popular tool: Google Analytics. This tool is well known to companies that track their results on the web.
How to analyse your TV ads?
TV tracking is the measurement of the impact of TV advertising on digital. Using this tool, it is possible to track the number of visits to a website, the number of incoming calls, the number of quotes requested, etc. This tool allows advertisers to measure the direct impact of their TV campaigns on digital in real time thanks to a technology that detects spots during the broadcasting of the ad.
Thanks to the monitoring and analysis of all this data, the advertiser will be able to adapt its TV campaign to obtain better results and maximise its TV impact.
KPIs to use
- Cost per visit (CPV)
- Number of visits per GRP (Gross Rating Point)
- Cost per conversion (CPC)
Banking sector 1st in TV drive to web advertising
The banking sector has around 15,000 visitors per campaign compared to the automotive sector which has a CPV 10 times lower*.
*Sources : realytics.io et admo.tv