| It's frustrating isn't it? Relying on 3rd party surveys | | | | urges consumers to other channels. |
| to tell you whether or not if 'the purchase intent' or | | | | There are a few other reasons why you want to |
| 'recall of a tv ad' went up a few points. Trust me, | | | | track No Referral data: |
| you are not alone. In my experience as a media | | | | • Can be a good indication of commercial wear |
| analyst, that is one of the major questions I receive | | | | out |
| over and over - how did our TV campaign impact | | | | • Can help determine the 'lag time' of when |
| brand awareness? | | | | consumers no longer recall the TV ad after the TV |
| Typically media agencies are not responsible for | | | | campaign has ended |
| providing metrics on brand awareness. That doesn't | | | | • Compare one TV campaign against another |
| mean that they should have a pass to go ahead and | | | | • Assess what kind of lift is expected depending |
| spend whatever budget they want and not be | | | | on the number of TV GRPs in the marketplace |
| accountable. A 3rd party firm is typically assigned the | | | | • Also look to determine if traffic spikes when |
| task to evaluate media performance results, but as | | | | other offline channels like Radio, Newspaper, |
| we know, these services are fairly expensive. If you | | | | Magazine are On-Air |
| want a quick, quantitative way to measure brand | | | | Even when you are not running a TV campaign or |
| awareness, I suggest you look at Direct Traffic. | | | | other offline media, it is a good way to see if there |
| What is direct traffic? Direct traffic, also referred to | | | | is any seasonality for your business. |
| as 'no referral' traffic, is a great proxy for brand | | | | Great, so now you have an easy quantitative way to |
| awareness impact since these are visitors coming to | | | | measure the impact of your TV campaign. Lastly, No |
| your site solely by typing in the name of your | | | | Referral traffic may also include visitors coming to |
| website URL in their web browser. These visitors are | | | | your site from your email campaign or any redirect |
| NOT relying on a search link (paid nor organic), and | | | | pages which point to your site, where the redirect |
| are not linking to your site from an online display | | | | strips off the referrer. Usually these are very minimal, |
| banner or via another site. Isn't this lovely? | | | | but still you should clarify with your website |
| Quantitative evidence to show if your TV campaign | | | | administrator what exactly comprises No Referral |
| is affecting consumers without relying on qualitative | | | | traffic. |
| survey data or other assumptions about how TV | | | | |