Dallas Business Consultant Elijah ClarkDallas Business Consultant Elijah Clark

TV Advertising Effective, Not. 25 Websites That Cannot Measure It.

Television still remains a strong branding medium, but it lacks measurability when standalone homepage URLs are used. Oh sure, Nielsen can provide past commercial audience view statistics based on remembrance surveys or from homes that have Nielsen boxes; however, today’s marketers need distinct data to understand what exactly drives converting traffic to a website. Say you’re an online marketer and your boss demands you buy one commercial ad space with the local market cable provider. Your contract buy stipulates 1000 showings across three networks for a 30-day period at a cost of $5000. How many converted commercial audience viewers can you confirm to your boss were attributed to that commercial? What is the resulting CPA?

Your Analytics show a bump in traffic over the 30-day period in the “all traffic report” for source/medium that reads (direct)/(none). To further twist things up, “new visitors” are 50% of all session visits for the 30-day period. Behavior indicates a 40% bounce rate, and total “completed goals” are 4% of all session visits. However, the question remains as to what amount of the new traffic or returning traffic is actually attributable to that television commercial, and what is the CPA?

You’re not using a custom destination URL, and the TV ads are not directly clickable by commercial audience viewers. There are no UTM tags, or gclid either. Even if you subdivide site traffic by “time”, you still don’t have any clearer a picture because you cannot assume that someone saw your commercial then immediately went online to your website. Are you getting the picture of the problem?

Here are 25 websites I viewed over the past weeks that use TV advertising (and I bet) that they are unable to ascertain what their associated CPA, let alone new visitor traffic is for their expensive TV ads because of sending audience viewers directly to their homepage.

  • Hotels. com
  • Expedia. com
  • Everyoneon. org
  • Progressive. com
  • Angieslist. com
  • Lumosity. com
  • Magicjack. com
  • Overstock. com
  • Esurance. com
  • Booking. com
  • Zillow. com
  • Trulia. com
  • Realtor. com
  • Travelocity. com
  • Wayfair. com
  • Trivago. com
  • Christianmingle. com
  • Comparenow. com
  • Match. com
  • Eharmony. com
  • AAG. com
  • Lumosity. com
  • Dealdash. com
  • Autotrader. com
  • Kayak. com

 

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