wywy App Links TV Campaigns with Web Performance

German-based TV ad tracking specialist wywy has launched an app to help advertisers measure the effect of TV advertising on web site performance.

Since launching in 2012, wywy has been developing technology which enables it to detect a TV commercial at the moment it is aired, and then serve the corresponding ad in real-time to mobile and tablet users while they are still watching the ad on TV. Last summer, the firm completed the acquisition of New York-based ad technology and analytics specialist SecondScreen Networks, thereby expanding its operations into the US market.

The new TV Analytics app has been launched on the Adobe Cloud Marketing Exchange marketplace. wywy's TV monitoring network detects commercials in real-time and then makes the information available via its app in Adobe Analytics, to ensure that advertisers can immediately see the impact of each TV spot airing on web site visits, bounce rates and conversions. Additionally, advertisers will be able to analyze which TV creative, TV channel, time of day or week day, works best.

COO and co-founder Andreas Schroeter (pictured) comments: 'According to Nielsen, 27% of TV viewers look up product-related information online, which leads to spikes in web traffic. Now it's possible to measure the impact that TV ads have on the web, as well. With TV still commanding the lion's share of media spending, this new tool will give marketers valuable information to help maximize ad campaigns.'

Web site: www.wywy.com .