How do TV Adverts drive traffic to your website?

Boosting Website Traffic with TV Advertising: Strategies and Tips

Although there has been a strong shift towards digital advertising in recent years, it comes as no surprise that many brands still invest in TV advertising. TV commercials continue to play an important role in driving traffic to websites, combining the immense reach of broadcast media with the accuracy of digital advertising.

In this blog, we will prove why, although TV advertising has its pros and cons, keeps being an effective marketing tool and we will give you some tips on how to drive web traffic from this channel. These tips will be really important as the average time spent online by consumers and online sales figures are increasing.

TV Adverts driving traffic: truth or lie?

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.

These results are due to the increasing use of multiple screens (or multi-screening) when consuming content. Watching television is no longer a standalone experience. 78% of the interviewees reported using another device (a smartphone, tablet, or laptop) while watching TV and most of them added that they did so to browse the internet. So, we can conclude that TV adverts truly drive traffic.

watching the phone while watching tv
Watching television is no longer a standalone experience

Besides, TV adverts also drive sales. According to Alphonso, a TV data company, TV advert viewers are more likely to convert once they arrive at the companys landing page than people coming from search results. Therefore, TV adverts can drive more sales than other digital advertisements like search or shopping adverts.

How to drive visits from TV Ads?

Driving traffic to your business through TV advertisements can be done in several ways to effectively target customers.

1. From other devices

Some people will naturally visit your website after watching a TV advert. As previously mentioned, many viewers are focused on a second screen while watching TV. Thus, it is easy for them to look for further information about the product advertised on the screen once the advert has finished.

2. Site URL or QR code

Another option to drive traffic to the website is adding the URL or a QR code to the advert. You can either show it on-screen throughout the TV ad or at the end as a call to action (CTA). An alternative would be to create and add a unique URL tied to the offering.
QR code in a tv advert
QR code for more website traffic

3. Rank high from the keyword in the ad

However, if you think 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. Not ranking for that keyword or campaign-related ones will prevent you from obtaining a Return on Investment (ROI), especially if you are targeting millennials. This is because millennials tend to look for further information about a product or service on search engines if it is of interest. Briefly, advertisers must add search engine marketing strategies to their communication campaigns as well.

4. Integrating Digital Campaigns

TV adverts can be combined with other digital efforts you may be using, hence synchronising everything and making the adverts more effective. Additionally, airing concurrent internet commercials that relate to the TV campaign helps reinforce the message and urge people to visit the website.

5. Clear Call-to-Action (CTA)

Concise and clear CTAs are very effective, such as including “Visit our website,” “Learn more online,” or “Shop now at [website]”. So, providing steps for your customers to follow, will make it easier for them to purchase or contact you, making them more likely to end up buying your product or service.

using call to action to increase the customer base
Deciding on specific CTAs

How to measure the impact?

In theory, digital channels (email marketing, social media, SEO, etc.) are more measurable. However, there are plenty of ways to track the effects of TV advertising on your website traffic too. Some of them are the following:

  1. 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.
  2. 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.
  3. Some tools calculate the number of visits and revenue earned from a specific TV advert too. Examples are TVSquared, XAD Spoteffects, Medialytucs and Google Tag Manager. However, you can always use Google Analytics, a free analytics tool if you have a tied budget. It won’t provide you with data about the revenue obtained per TV ad. But it will give you an overview of the effectiveness of the advert.
  4. Lastly, you can create custom segments to compare markets in Google Analytics.

Why should you measure visits from TV Advertising?

Tracking the effects of TV advertising on your sites traffic will help you optimise your resources. More concisely, it will help you identify which TV channels, TV advert types or timings work best for you. This, in turn, will help you save time and money.

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. All in all, measuring the effectiveness of TV adverts is key to increasing the efficiency of advertising in general.

 

While digital marketing strategies continue to expand and dominate the scene, TV advertisements remain an essential component of a holistic marketing campaign. Their capacity to reach a large audience, generate emotional responses, and prompt immediate online activities makes them an effective means of generating website traffic. Therefore, brands can maximise their reach and engagement by properly combining TV ads with digital activities, resulting in a seamless and engaging consumer journey from the television screen to their website.

Thank you for reading it,

Maria, Marta & Sara.

 

Contact Impress Video now 

If you would like to do a TV Advert with video production and marketing professionals, or any other type of video, we can help you at Impress Video. We make video production for businesses, the ones that impress. Don’t hesitate to contact us here!

 

This blog was published on 3rd February 2021, but for understandability and update purposes, this was updated on 9th July 2024.