The tool that measures the effectiveness and efficiency of TV and digital in generating web traffic
Cirentis has launched Ad Traffic Impact, designed to measure and compare the impact of investment in television and digital media on brands’ web traffic.
Having comparable benchmarks across sectors that allow us to understand not only how much is invested in media, but also the real capacity of that investment to generate business results, is the mission of Ad Traffic Impact, a Cirentis tool that allows us to analyze how TV and digital investments perform over time, distinguishing between the immediate effect of campaigns and their long-term contribution. The methodology is based on models that explain website visits based on media, product variables, and market variables.
To develop the index, Cirentis worked with models applied to more than 100 brands, identifying for each one the baseline traffic level, the contribution of television, the contribution of digital, and the contribution of other media.
Two Specific Metrics
One of the main advances of Ad Traffic Impact, according to a press release, is the creation of two specific metrics: the Performance TV Index and the Performance Digital Index, which allow us to estimate what percentage of website traffic can be attributed to each medium, integrating both short-term and long-term data. According to the overall results presented, the analysis includes 113 brands, over 744 billion contacts, and 8.86 billion analyzed visits.
“Ad Traffic Impact allows us to move from measuring advertising pressure to measuring real impact. The challenge is no longer knowing how many GRPs or impressions we’ve bought, but how much incremental traffic they generate and with what effectiveness and efficiency,” says Macarena Estévez, founder of Cirentis.
The tool allows for comparing effectiveness and efficiency by sector, brand, and medium, identifying behavioral patterns, and updating benchmarks monthly. Furthermore, it can be adapted to advertisers’ own data, facilitating comparison between internal results and market benchmarks.
Difference between TV and Digital
Cirentis highlighted that television tends to show greater weight in terms of effectiveness, in absolute volume of web traffic, while digital shows greater efficiency per contact in certain contexts. This insight allows brands to make better decisions regarding budget allocation, media mix, and goal setting.
Fuente: www.marketingnews.es
