Measuring Online and Offline Media Campaigns
Tracking media campaign conversions plays a pivotal role in measuring success and driving optimal return on investment. This importance is magnified when it comes to radio and TV advertising, as these traditional channels have historically been more challenging to track compared to their digital counterparts. However, accurately monitoring and analyzing conversions in radio and TV campaigns is essential for businesses to understand their effectiveness, make data-driven decisions, and fine-tune their strategies for maximum impact.
Whether it’s tracking phone calls, website visits with vanity URLs, or QR codes, the ability to measure and attribute conversions in radio and TV allows businesses to gauge the true impact of their campaigns and uncover valuable insights that can transform future marketing efforts. Below is examples of how we would track performance, and we include samples of TV spots that shwcase various methods.
6 Ways to Track Performance with Calls-to-Action
The most common conversion action is a web form. Whether they redirect to a Thank You page, or a popup message, the forms must be easy to fill out and work well on mobile.
If you have a web form, we can add a promo code field, which allows a redirect to a discount purchase or offer coupon. Advertised along with a message on TV or radio, for example, a prospect can enter that promo code, unique to a medium, to test which medium worked best.
Phone Call Tracking
Phone tracking works two ways. 1. On your website where our tools allow dynamic number insertion (DNI), replacing your regular number with a unique number assigned to a source or campaign. 2. Promoted on non-digital media, so that a unique number may appear on TV, on radio, print, or mail.
Another way to promote offers is advertising a text message on TV or radio, for example. Each medium, or testing variable (station, offer, audience segment) can have it’s unique keyword, then users receive a text message offer or landing page link, and we can track results by variable.
A vanity URL is a memorable website URL that does not exist, but is redirected to a unique landing page that shows details of an offer for lead capture. Used most commonly on TV or Direct Mail, they allow detailed tracking by these sources. For example, DRTV could have one vanity URL, and HULU another.
QR code technology, which allows cell phone cameras to take pictures and automatically be transfered to a landing page, is a newer form of measurement. Adding to QR code to a video ad, a direct mail piece, outdoor signage, or even a TV spot, can certainly be tested as a way to measure media easily.
Example Use Cases of Media Tracking
Television & Radio
What works better when combining leads, calls, chats, texts, QR code scans? Which TV strategy? OTT vs. Cable? On-Air Radio vs. Streaming? Which commercial performed better? Which special offer? We got this.
So many digital channels to test; and each link gets it’s own tracking parameter which will align with a unique dynamically inserted phone number on your landing pages. We need the full picture to make digital media decisions, and SparkComm is the answer.
Testing direct mail? Newspaper inserts? Any kind of print marketing? And want to include a phone number? No worries, SparkComm measures it. Any type of print we can decide the engagement tactic.
Examples of TV Tracking
These spots, taken from TV tracking services, show examples of how companies overlay offers and as well as their measurement approaches
Renewal by Anderson
Weight Loss Franchise
Unique Phone Number & Vanity URL
Unique Phone Number
Holy Family University
QR Code & Unique Number
Food & Beverage
Peptiva / GNC
Supplement at Retailer