As it is known the share of TV advertising represents the major portion of advertising sector. Hence, the relevant planning of TV-ad campaign and control of its effectiveness is especially important. According to our analysis, private companies lose on average 15% of their budget due to inefficient campaigns.
The purpose of TV-ad monitoring is to measure the effectiveness of an advertising campaign and to collate it with the media plan.
Currently IPM monitors seven TV channels:
1. Channel 1
3. Rustavi 2
7. 1 Stereo
Broadcast of each TV channels is recorded in the digital format during 24-hours and then processed in the software package TelePad®. Each program is split into sections and breaks and divided into individual ad spots. Thus, detailed and most accurate database of each channel broadcast is created.
There are three types of ad breaks: commercial, sponsorship and social. While data-processing, ad specialists assign ad producer and advertiser names to each spot, as well as product type, sector and category. Database includes information on the official price of broadcast as per the price-lists provided by the TV channels.
Final report of TV-ad monitoring includes the following information:
* Start and end time
* Duration of ad spot
* Position in break
* Program name
* Program typology
Such thorough monitoring provides the customer with full report: time, channel, program, frequency and duration of ad spot broadcast. Report on compliance of ad broadcast with the media plan is also available.
Any customer may obtain information regarding GRP of media campaign for ad-campaigns of own brands as well as competitor brands.
Client of Ad monitoring has an option to apply only TV advertising monitoring or full Advertising monitoring through ADEXMonitor©.
Software ADEXMonitor© used for this service is a novelty of Georgian market. The software client daily obtains updated information on where, when, which categories, brands, producers and Ad clients were presented in media and how much was spent on certain advertising campaign.
ADEXMonitor© is a unique software covering information on advertising activities of all media means (out-door advertising, TV, radio, printed media) separately as well as in combined form. It is introduced through the following classified modules:
* Period of time;
ADEXMonitor© is easy to use and it contains:
* Modern system of filters;
* Opportunity of working with data of several project waves simultaneously;
* Opportunity of analyze dynamics of any data change;
* Possibility of working with photos of advertisements;
* Data analysis;
* Opportunity of building diagrams
Through the software you can:
* Receive important information in a timely manner;
* Reduce costs;
* Track changes;
* Follow your competitors behavior;
* See the trends in market development;
* Save time and not to look for the information in different sources;
* Follow your and your competitors' expenses and act appropriately.
Such information and its analysis enable customers to determine the right strategy, manage ad-campaign budget optimally and gain advantages at the competitive market.