AnalyticOwl

DATA REVEALS YOU CAN'T IGNORE THESE 5 THINGS WHEN MEASURING BROADCAST ADVERTISING - 1. Station performance - 2. Creative performance - 3. Day performance - 4. Daypart performance - 5. Impact on digital search and social metrics The rule of thumb that drives success if finding the creative that resonates with the audience a particular station has – this could vary by day and daypart – and while all five data points should be on your list, if you have to pick one - pick creative performance as the key driver of response. You can have a great schedule with ‘OK’ creative and it may not drive the response you want, but great creative with an ‘OK’ schedule can drive response.

THE POWER OF 'WHY NOT TRY' IN ADVERTISING - Suggesting different approaches to broadcast advertising is nothing new, but the ability to measure response and learn what is working better is. For example, an advertiser could be open to an A/B test using a female voice for one commercial and a male voice for another. Previously, the outcome really couldn’t be measured but the seller would score some points for creativity. Now, though, the power of “Why not try” has been magnified by the ability to see the impact of those commercials on website and foot traffic. So on top of creativity points, sellers score even more points for sharing actionable data based on measured response.

WHAT'S THE ANSWER TO DOMINATE ADVERTISING IN A TOP 50 MARKET? MEASURING MULTIPLE COMMERCIALS - That’s all it takes! Measure multiple commercials (doesn’t matter if they ran in a week, a month or a year) and use our platform to analyze impact on website and foot traffic. Measuring multiple commercials will show you which creative performed at the highest level and which days, dayparts and programs worked best. Optimize to those learnings and you will dominate the competition every time a commercial airs.

HOW TO (ACTUALLY) GROW YOUR BUSINESS WITH BROADCAST ADVERTISING - Broadcast advertising is great for creating awareness, building brand and driving purchase intent, but did you know it can be used in sophisticated ways to measurably grow business? It all starts with using AnalyticOwl Industry Insights for planning. By using data on what has actually driven website and foot traffic for other broadcast advertisers in your category, you can get a strong head start. Then the growth comes from using Advertiser Insights, which enables you to see the impact of your commercials on website and foot traffic. By zeroing in on the creative, days, dayparts and programs that drive the best response and using them more, simple math makes you more successful. For example, if you start with a campaign that brings 100 people to your site, and you make a sale for every 50 visitors, you will have made two sales. But if you see that adjusting to the better performers can bring you 150 people, well you’ve just optimized and grown your business.

A ROOKIE MISTAKE THE EXPERTS MAKE - ALLOWING CAMPAIGNS WITH NO MEASUREMENT - Why are some advertisers ignoring campaign measurement? Well, the short answer is that many do not know it’s possible. It’s still a relatively new phenomenon that AnalyticOwl started several years ago when the Founder was a frustrated advertiser with no broadcast ad campaign metrics. While it’s a rookie mistake to run a campaign without measurement, the good news is that any ad campaign on air can be measured, even after the campaign ended – so there’s always an opportunity to win and put the best components of a past campaign to use in a new campaign.

ADVERTISING MISATTRIBUTION, MISINFORMATION CREATES A MISSED OPPORTUNITY When an advertiser asks a customer, ‘How did you hear about us?’ – the answer is usually the customer's last touch point, like the advertiser’s website or a search engine. - If an advertiser looks at their website traffic the majority of users probably ended up at the website because of an organic search or direct website entry. If an advertiser is advertising on broadcast media, this is not very helpful as it will always seem like the search engine gets all the credit. - This misattribution creates a missed opportunity for the advertiser to measure broadcast impact and reassign credit where it’s more accurate. Not all customer journeys are simple…someone could hear or see a commercial and type a key phrase or business name into a browser. That gives no credit to the commercial that created the action or ultimately to the sale of the product or service advertised. - It’s the reason for AnalyticOwl – a comprehensive, easy to follow guide that matches ad times to website traffic to provide a fuller account of what happened. - The end result is that broadcast can now receive the credit it probably deserves for starting the search process.

TOP TEN REASONS TO USE INDUSTRY INSIGHTS 1) Find specific insights by industry 2) Find specific insights by nationwide or market 3) Find days with the best response 4) Find dayparts with the best response 5) Find stations with the best response 6) Find station formats with the best response 7) Find programs / shows with the best response 8) Find ad durations with the best response 9) Use 13 billion broadcast session responses to actual advertiser websites to determine benchmarks 10) Use over $1 billion in broadcast ad spend from actual advertisers to determine benchmarks

It's an anniversary I actually remembered, 25 years in advertising – what wisdom tells us - AnalyticOwl brings together decades of experience in advertising, both from the buying side and the selling side. And with that experience comes wisdom. Perhaps the most important nugget we can share is that there is no sense in guessing how people will respond. The public is just too unpredictable to do exactly what you ask them to in a commercial. For instance, despite specific calls to action to “dial this number” or “visit this website” or “enter this code”, we commonly see that the most common way for a listener or viewer to respond is by going to a browser and entering the name of the business or product or service. And not everyone even enters the name in the same way! Some will do Chevy and some will do Chevrolet and some will do Equinox, for example. So what does wisdom tell us to do about this unpredictability? Rely on data. Let the audience tell you what you need to know, and then optimize toward it. That produces a win/win for all parties involved.

JAMES BOND RELIED ON Q TO INNOVATE AND SAVE LIVES, AE'S RELY ON ANALYTICOWL TO INNOVATE AND SAVE DEALS - It’s always a highlight of a Bond movie when Q pulls out the gadgets and gizmos that will inevitably save the day later in the movie. Media sellers can get the same kind of experience by logging in to AnalyticOwl before going out on their missions. There they'll find a complete toolkit in the form of an end-to-end sales solution. Need to close a deal? Make a dropdown selection and produce an Industry Insights report. Need to save a deal? Dazzle an advertiser by connecting to their Google Analytics and producing an Advertiser Insights report proving performance and highlighting optimization opportunities. Evil competitor trash talking your station? Take them out by showing the stronger performance of your station in black and white. Before you know it, you’ll have saved the day and will be sipping shaken (not stirred) martinis!

DO :30s COMMERCIALS WORK BETTER THAN :60s? This can depend on your market, category, business size, message, and more. For example, we see more response to shorter commercialss for retail sales, but more response to longer commercials for medical services. AnalyticOwl provides the ability to track how your audience reacts to your messaging, allowing you to test different messages, or the duration of a message, to determine the optimal approach. Best practices are available as a starting point, but you will quickly be able to use your audience’s response to your commercialss to determine which ones drive the most engagement - then you can optimize based on the data and drive more revenue. AnalyticOwl will help you determine the best duration or mix of durations for your category in your market and make informed decisions that drive business opportunities and revenue.