Online TV advertising campaign tracking is a relatively recent and growing marketing method phenomenon for the television industry and advertisers alike.
This trend could provide a jumpstart for some business advertisers, especially as HDTV is set to become the television broadcast standard in 2009. Due to this standard change, digitally-delivered HDTV from set-top boxes will create (at least initially) a huge wave of new customers who still own analog broadcast TVs. This trend could spawn new cross-media marketing campaign tracking forms.
Some large and small TV ad buyers, including advertising agencies, may take early advantage of this convergence of television, the Internet and Madison Avenue. Some of the most notable market research company services offered:
1.
Google TV Ads is a television ad campaign tracking platform that works cross-media with Google Analytics, their online advertising campaign tracking research service.
2.
Ad-iD (supported by Microsoft among others) is a cross-media advertising campaign tracker platform.
3. Nielsen Media Research, the longstanding and premier television ratings tracking service, offers
KeepingTrac, a Web-based cross-media advertising results tracking system.
4.
iTRAM is a TV audience measurement platform offered by T.N.S., a large international cross-media market research company.
Action Steps
The best contacts and resources to help you get it done
Decide if you'd like to employ an ad campaign tracking service from a cutting-edge online company
If using one of the Internet's major players appeals to you, consider Google's Web-based TV ad monitor.
I recommend: Visit the
Google TV Ads website to assess their television ad monitoring system. In particular, read their
Benefits to Advertisers page and watch demo videos.
Decide if you would prefer a more "hands-on" approach to tracking your company's TV ads online
Consider Ad-iD because it was created by the American Association of Advertising Agencies (AAAA) and the Association of National Advertisers (ANA).
I recommend: Visit
Ad-iD's website. Read their
New User Instructions to help determine if their system suits your needs.
Decide if you prefer online advertising campaign tracking software from a TV research veteran
The American television industry's premier tracking service, Nielsen Media Research, now offers a new Web-based TV ad tracking service.
I recommend: Visit Nielsen Media Research's
KeepingTrac website. Note that Nielsen's more diehard old-media approach requires email or phone contact with a company representative to acquire more in-depth information about KeepingTrac, their cross-platform commercial monitoring service. See the service's
Features & Benefits page for a better idea of whether this might be the right service for you.
Decide if you prefer a cross-media advertising tracking service with a more international reach
A premier provider of traditional media audience response research, T.N.S.'s Web-based TV ad tracking system is worth considering for its more global reach than Nielsen.
I recommend: Find out about T.N.S.'s
iTRAM TV audience measurement platform at their website. Like Nielsen, additional service information for potential clients can only be acquired from a company representative via email or phone, but for a better picture of their international influence, see the
global network page of their website.
Tips & Tactics
Helpful advice for making the most of this Guide
- Before choosing a service, establish who and where your customer base is.
- Given the rapidly evolving nature of HDTV, cable television, and the Internet, consider if you should wait for the online tracking technology for television to improve before hiring a service.
The official source of Online TV Advertising Campaign Tracking is
the Campaign Tracking page at Business.com
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