Let’s Talk About Order Attribution on a Drive-to-Web Campaign

by Shannon Nelson on Jun 1, 2016 12:00:00 AM ERA News, Committees & Councils, Advocacy, DRTV

Lets_Talk_About_Order_Attribution_on_a_Drive-to-Web_Campaign-915080-edited.jpgIn DRTV, you’ve probably worked on a campaign that includes a URL in the commercial. Because who doesn’t have a website these days?! If you haven’t worked on a campaign of this nature, you’ve seen a spot on TV with a URL, so you know this call-to-action is here to stay. In fact, it’s growing!

More and more advertisers are looking to increase activity on their website, versus driving to their toll free numbers. Don’t get us wrong, toll-free numbers are still a core piece of DRTV, but Web orders are a growing feature. This does help alleviate costs for the advertiser, as they are not incurring as much on their TFNs and with their call center. One of the catches is the upsell process that can be done at the call center, and marketers becoming more savvy with upselling on their websites, “Wait, don’t leave now, we’ll give you 10% off your order if you stay and complete your checkout.”  

For this discussion we’ll focus on clients that are ready to include drive-to-Web in their commercial, yet want to attribute the Web activity to each station airing. This can be challenging when there is not a simple means for attribution, such as a unique URL or multiple unique promo codes (i.e., www.graze.com: https://vimeo.com/revshare/review/136224574/7ef92c187b). Oftentimes, clients include their branded website in their spot and see organic traffic as a result, but have not been able to accurately determine which media generated the Web order.

During this month’s TV Council call, we will cover the benefits of unique tracking, whether it be a URL or promo code, and how to attribute to stations when unique tracking is not an option. Please join us for this informative call, where we will present information and follow up with Q&A.

The speakers are Shannon Nelson, Chief Revenue Officer, REVShare; and Kevin O’Reilly, Chief Technology Officer, TVSquared.

Join the TV Council call on Thursday, June 2 at 2:00 p.m. Eastern Time.

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