Medialyzer is a SaaS that enables advertisers to analyze and optimize their media investments by creating solutions to the “big data” problem with artificial intelligence. It is a platform that can turn a considerable amount of data into meaningful information and actionable insights by measuring TV-sourced website sessions, mobile app downloads, and online sales. In that way, Medialyzer establishes a link between television screens and our second screens such as smartphones, tablets, or computers, and shares a unique collection of information, analysis, and insight in this analysis.
Medialyzer’s analysis has shown that our suppositions about advertising investments are not that reliable. While the commercials on first and last positions were thought to be more efficient, these highly-priced positions proved poorly in terms of cost-benefit. As middle-placed commercials are clearly the most efficient ones, the most poorly performed commercials are the ones in first positions.
Another presupposition that is generally accepted is that prime-time commercials are more efficient. Indeed, advertisers invest in prime time at a high rate, 77%. Nevertheless, off-prime-time commercials are observed to be significantly more efficient. These less competitive periods offer great opportunities to advertisers.
According to Deloitte’s Report, the total investment rate on measured TV channels is 89.51% while it is 10.49% on thematic channels. On the other hand, Medialyzer customers have invested 17.08% of their budget on not-reported channels. Thus, advertisers that utilized Medialyzer’s insights have invested in thematic channels more than the average.
On the other hand, Medialyzer's analysis shows that investments in shorter TV copies are more efficient, as the duration of an ad has a direct effect on pricing. An important exception on this matter is that commercials that last 21 to 30 seconds are more efficient than the ones that last 11 to 20 seconds. Shortest (0-10 seconds) and longest (45-60 seconds or longer) formats should be evaluated strategically. Even though short formats are not convenient for long-term goals such as branding, they seem to be quite successful at the call to action. Yet longer formats are far away from yielding efficient results in this matter.