RTL Netherlands and Mediasynced join forces to demonstrate the marketing power of TV, with both accountability and transparency as key motivators. RTL will use Mediasynced’s Spotalytics tool to measure the effects of TV ads on online behavior. This makes the online impact of TV immediately evident and optimizations can be applied.
RTL will offer the tool to direct advertisers. This will give their advertisers the opportunity to make decisions about TV buying and content based on accurate and real-time online behavioral data. Initially this metric was reserved to online advertising, but is now available for TV as well.
Among other things, RTL will provide insight into which TV strategy works best. There is a versatile range available including promos, cromos, bromos and regular spots. Advanced optimization of TV campaigns can for example include the best converting day of week, hours, creatives and program genres.
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