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#081e56;}.icon.icon-post {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-blog.svg");}.icon.icon-success-story {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-success-stories.svg");}.icon.icon-whitepaper {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-whitepaper.svg");}.icon.icon-job {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-jobs.svg");}.icon.icon-e-dialog-event {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div data-rocket-location-hash="b4d58d7e7fd8b45b2c5dc879cde7eb3f" class="mwd-blogPost flex breadcrumb"> <div data-rocket-location-hash="0841f15ebf099eeaba6f2c7f735d0671" class="container"> <span class="parent"> <a href="https://e-dialog.group/de/blog/" title="Blog">Blog</a> </span> <span class="arrow">></span> <span class="category">Holistic Cross-Channel Campaigns</span> <span class="arrow">></span> <span class="child">TV Tracking - Die Wirkung von TV-Werbung auf online Traffic</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/tv_tracking.png" data-rocket-location-hash="62f1fa923e6c9d8ee7cc19a4acd09654" class="mwd-blogPost flex header rocket-lazyload" style=""><div data-rocket-location-hash="ca23f7c07336b7cf8c7766d2ffffc9d9" class="container"><h1>TV Tracking - Die Wirkung von TV-Werbung auf online Traffic</h1><p class="author">von Siegfried Stepke</p></div></div><div data-rocket-location-hash="5ba37d1761429b8aa4a845fb1ec6d187" class="mwd-blogPost flex metabox space-top space-bottom"><div data-rocket-location-hash="04b24f2a01e05ca636ff58e62299aa1e" class="container"><div data-rocket-location-hash="1572ce06debb49357e5111f58a6037a3" class="col"><div class="metabox-holder"><div class="date">24. Juni 2013</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 2</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Schon lange ist beim Fernsehen immer auch ein Browser zur Hand: am Handy, am Tablet oder am Notebook. Der sogenannte Second Screen wird massiv genutzt, um weiterführende Informationen zum Gesehenen abzurufen. Dies passiert sowohl bei den Sendungsinhalten, als auch bei Werbung - vor allem wenn das Angebot attraktiv und die call-to-action klar ist.</p></div></div><div data-rocket-location-hash="4ba29acbbfca62c6f947577f2c748b2d" class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Holistic Cross-Channel Campaigns</div><p><p>Die Zeit der Silos ist vorbei! Wir helfen Ihnen, eine holistische Betrachtungsweise und Strategie für digitale Kampagnen zu entwickeln. </p> </p><a href="/de/bessere-kampagnen/#holistic-cross-channel-campaigns" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div data-rocket-location-hash="b49efa3be72975323cf1dd9c201b9509" class="mwd-blogPost flex content space-top space-bottom"><div data-rocket-location-hash="68e122c6b23b4519e49c5a2a57b5f054" class="container"> <div data-rocket-location-hash="06cf54486a3b10f62bc5797bebc4429f" data-elementor-type="wp-post" data-elementor-id="41470" class="elementor elementor-41470 elementor-25074" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-43618338 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="43618338" data-element_type="section"> <div data-rocket-location-hash="7be7f7b3bdaf5cf3a88dc1de741ecbc4" class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-90e7263" data-id="90e7263" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-17570c3f elementor-widget elementor-widget-heading" data-id="17570c3f" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">TV-Werbung treibt online Traffic </h2> </div> </div> <div class="elementor-element elementor-element-7c7e5e74 elementor-widget elementor-widget-text-editor" data-id="7c7e5e74" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Dies resultiert nachweislich in gesteigerte Zugriffe auf der Website. Die Schlüsselfragen dabei sind:</p><ul><li>Wieviel Traffic ist es wirklich?</li><li>Wie gut sind die Besucher?</li><li>Bringen diese Kontakte auch unmittelbar oder später die gewünschten Conversions?</li></ul> </div> </div> <div class="elementor-element elementor-element-cfa6e2b elementor-widget elementor-widget-text-editor" data-id="cfa6e2b" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Dies kann mittlerweile sehr gut erfasst werden. Als TV induzierte Besuche zählen dabei alle Visits, die über die Quellen “direct” (type in) und “brand search” (organic und paid) generiert werden. Wichtig ist dabei, dass hier nur das Delta an Mehr-Traffic über diese Kanäle dem TV-Spot zugeordnet wird, wie hier zu sehen ist:</p> </div> </div> <div class="elementor-element elementor-element-b4d9227 elementor-widget elementor-widget-image" data-id="b4d9227" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" width="550" height="383" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20550%20383'%3E%3C/svg%3E" class="attachment-large size-large wp-image-22494" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/TV-Tracking.png 550w, https://e-dialog.group/wp-content/uploads/2022/02/TV-Tracking-300x209.png 300w" data-lazy-sizes="(max-width: 550px) 100vw, 550px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/TV-Tracking.png" /><noscript><img fetchpriority="high" decoding="async" width="550" height="383" src="https://e-dialog.group/wp-content/uploads/2022/02/TV-Tracking.png" class="attachment-large size-large wp-image-22494" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/TV-Tracking.png 550w, https://e-dialog.group/wp-content/uploads/2022/02/TV-Tracking-300x209.png 300w" sizes="(max-width: 550px) 100vw, 550px" /></noscript> </div> </div> <div class="elementor-element elementor-element-4fd70de elementor-widget elementor-widget-text-editor" data-id="4fd70de" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Tatsächlich können damit die folgenden Parameter erfasst und damit auch <strong>optimiert </strong>werden:</p><ul><li>der Sender und die Sendung</li><li>der Sendeplatz und die Uhrzeit</li><li>der Spot und das Format</li><li>die Frequenz</li></ul> </div> </div> <div class="elementor-element elementor-element-1a7f34c elementor-widget elementor-widget-text-editor" data-id="1a7f34c" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Die Pioniere sind vor allem junge Online-Unternehmen, die erste Gehversuche in TV-Werbung machen; hier ist schon ein hohes Bewusstsein für genaues Targeting, Tracking und Optimierung verankert. Doch gerade auch für alte Hasen, die schon lange Erfahrung in Fernsehwerbung haben, bietet sich damit ein riesiger Hebel um die Wirkung genau zu erfassen und die Mediaplanung zu optimieren.</p><p>PS: Um die Spots genau erfassen zu können, muss der genaue Sendezeitpunkt im Webanalyse-Tool hinterlegt werden; dies benötigt eine Lösung, die sekundengenaue Aufzeichnung und Analyse erlaubt (was etwa in Google Analytics nicht möglich ist)</p><p>PPS: Wenn Sie sich für TV-Tracking für Ihr Unternehmen interessieren, <a href="https://e-dialog.group/kontakt/">kontaktieren Sie uns hier</a>! Wir unterstützen Sie gerne dabei!</p><p>Update: Hier gibt’s einen neuen Artikel mit einem <a href="https://e-dialog.group/blog/customer-journey/tv-tracking-in-der-praxis-fallbeispiel/">Fallbeispiel zum TV Tracking</a>.</p><p>Update 2: Wie bei eigener und fremder TV-Werbung den Second-Screen Effekt ideal nutzen kann, ist im Abschnitt <a href="https://e-dialog.group/blog/display/das-online-targeting-kompendium-fuer-rtb/#TV-Sync">TV-Sync</a> unseres <a href="https://e-dialog.group/blog/display/das-online-targeting-kompendium-fuer-rtb/">Online Targeting Kompendiums</a> ausführlich beschrieben.</p> </div> </div> </div> </div> </div> </section> </div> </div></div><div data-rocket-location-hash="ddfa30e7b85577acd84410f15654357f" class="mwd-blogPost flex call-to-action space-top space-bottom"><div data-rocket-location-hash="f9357140ee36883ea6064de5d7279a99" class="container"><div data-rocket-location-hash="b0ba8a09814c8228efb38942e632ca71" class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! 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