Joe Mesgleski

Joe Mesgleski

Organic Search Manager at Catalyst/GroupM

CATALYST’S TRAILBLAZER TUESDAY SERIES PRESENTS: TVTY

Every Tuesday Catalyst invites the best-of-the-best in digital marketing to present to our team. From search engines to social platforms, to industry-leading tools and partners, we open our doors to innovators, experts, and trailblazers and learn about their cutting-edge approaches and products. On Tuesday, November 28th we had TVTY present to our team. Here’s what we learned.

TVTY Ad Spot Tracking

Bridging the Gap

TVTYTVTY is transforming the way that marketers integrate television advertising and internet marketing. Known as the “moment marketing” company, TVTY’s technology is bridging the gap between online and offline moments through more advanced targeting.

Their platform allows marketers and agencies to integrate and align TV campaigns with search, social, and display campaigns. They track television spots across markets within the US (and internationally) to enable advertisers to trigger and optimize online ads in conjunction with the television spots and other offline moments. Working with TVTY, brands and agencies can also create defined triggers for offline moments above and beyond just TV ads. You can also target and optimize for “moments” based on weather, sports, finance, and more.

TVTY Ad Triggers

TVTY in Action

Catalyst and our clients know first-hand the benefit of aligning search and TV campaigns using TVTY’s platform.

For example, one of our large beer clients was facing challenges from the increase of offline advertising from their competition. To combat this, we set out to capture offline consumer interest generated by the activity of their primary competitors. We designed a search marketing program to conquest against the TV media from their competitors encroaching on their market share. We executed a study to understand how different messaging influences consumers at different levels of the purchase funnel. Utilizing search analytics data, we could see there was a natural increase in search interest within 15 minutes of competitor commercials. This insight enabled our team to pinpoint the client’s bid on competitive terms at the precise time the competition was primed to capture that increased search volume. With the partnership of TVTY, we ran automated campaigns conquesting the competitor branded terms, driving brand impressions and paid search traffic to the client’s website.

The results? The CTR increased by a whopping 98% with the CPC decreasing by 32%. And during their primetime TV target, SOV increased to 100%!

With performance like this, it’s easy to see why Catalyst prioritizes integration opportunities for search and offline moments, like TV spots.

Start Aligning Your Search & TV Campaigns Today

Want to learn more about how Catalyst can help and integrate your search campaigns and offline marketing, like TV? Watch our webinar recording for “The New 1+1=3: Using Search to Amplify TV Buys” for more examples of how Catalyst strategically aligns search and TV for our clients. Or, reach out to us directly at info@catalystdigital.com to learn how we can partner and leverage cutting-edge technology, like TVTY, to drive better business results for your brand.

Images Source: Source:tvty.tv

 

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