3rd February 2021
While many retailers focus on digital channels such as email, social media or SEO, TV advertising can still be an effective tool if managed correctly. Here in this blog, we will prove why TV advertising is still an effective marketing tool and we will give you some tips on how to drive web traffic from this channel.
Does TV Advertising drive web traffic and sales?
Findings from the Video Advertising Bureau (VAB) suggest that there is a direct correlation between TV advertising and website traffic. That is, website traffic rises when there is an increase in ad spend and vice versa.
“TV is the great activator in Internet commerce,” said Sean Cunningham, President & CEO of the Video Advertising Bureau,
The report looked at 125 brands from six different categories including restaurant, retail and travel. 85 of them saw an increase in website traffic, from which 87% had increased their TV ad spending.
How to drive visits from TV Ads?
Some people will naturally visit your website after watching a TV advert. Many viewers are focused on a second screen (smartphone, tablet or desktop) while watching TV. Thus, it is really easy for them to look for further information about the product advertised on the screen once the advert has finished.
Another option to drive traffic to the website is to add the site URL to the advert. You can either show it on-screen throughout the TV ad or at the end as a call to action (CTA).
If you think that the URL is hard to remember, you can use a specific search term instead. If you decide to add the related search term rather than the URL, make sure you rank high on SERPs for that keyword. You will have to work on your website’s SEO (Search Engine Optimisation) to achieve this.
How to measure the impact?
In theory, digital channels (email marketing, social media, SEO, etc.) are more measurable, but there are plenty of ways to track the effects of TV advertising on your website traffic too. Some of them are the following:
- By correlation. You can check whether your website’s visits and sales increase in the minutes/hours/days after Your TV advert has been broadcasted.
- Traffic from keywords used in the TV advert. Another option is to review how much traffic is driven by the specific search term included throughout the advert or at the end as a CTA.
- Some tools calculate the number of visits and revenue earned from a specific TV advert too. For instance, TVSquared, XAD Spoteffects, Medialytucs and Google Tag Manager.
Why should you measure visits from TV Advertising?
Tracking the effects of TV advertising on your site’s traffic will help you optimise your resources. More concisely, it will help you identify which TV channels, TV advert type or timings work best for you. As a consequence, you will save time and money, targeting only those that are interested in your product. Besides, it will help you decide which is the most suitable length for your TV advert: 30 seconds vs 20 seconds vs 10 seconds. Usually, the longer the advert, the higher the TV ad spend. Thus, it is important to be aware of the most effective length for your TV advert as it may help you save money.
Thank you for reading,