3rd February 2021
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. 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. These tips are important as the average time spent online by consumers and online sales figures are increasing, especially since the COVID-19 outbreak.
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.
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. Most of them added that they did so to browse the internet.
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 company’s 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?
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.
However, 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. 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 their interest. Briefly, advertisers must add search engine marketing strategies to their communication campaigns as well.
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:
- 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. Examples are TVSquared, XAD Spoteffects, Medialytucs and Google Tag Manager. However, if you have a tied budget, you can always use Google Analytics, a free analytics tool. 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.
- 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 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. 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 increase the efficiency of advertising in general.
Thank you for reading,