For online brands, television advertising often becomes a key part of the next stage of marketing-led growth. Many online businesses achieved strong sales during the pandemic, giving them both the means and the ambition to advertise their services on television. TV advertising is different from the online channels where these digital businesses grew, such as search and paid social. Learn more from Dr Grace Kite, who spoke about this topic at ScreenVoice TALKS in November 2022. She explains what effective TV advertising looks like for online businesses and what results they can expect.
TV advertising can increase online-store traffic by an average of
.
TV advertising can boost the effectiveness of
other advertising channels by up to
TV advertising also affects other media. Television supports activity across the wider media ecosystem and strengthens other elements of an advertising campaign.
This effect occurs because television, as an audiovisual medium, provides the backbone of a campaign story and helps TV advertising stay in people’s memories.
Dr Grace Kite discusses the effect of TV advertising on online brands in her ScreenVoice TALKS presentation.
Compared with other ad formats, TV advertising holds viewers’ attention for longer. The time people spend watching a spot is one of the key factors affecting its effectiveness and memorability.
Dr Grace Kite discusses the effect of TV advertising on online brands in her ScreenVoice TALKS presentation.
Compared with other ad formats, TV advertising holds viewers’ attention for longer. The time people spend watching a spot is one of the key factors affecting its effectiveness and memorability.
Television has a major impact on website traffic. In both markets studied—the UK and Canada—it was clearly the leading source of visits, driving 42% overall and 31% in Canada. Other sources accounted for 58% and 69% of visits, respectively.
In the UK, the study found that TV-generated website traffic delivered better value per view (CPV) than other channels. The chart compares results for 10 British brands using television, outdoor advertising and radio.
Unlike advertising in other media, TV advertising can have a longer-lasting effect on a brand. The chart compares the impact of TV advertising with other channels in the UK. The study found that £1,000 spent on television advertising continued to affect a brand for more than 2 years after it aired.
Watch the presentation video and see examples of how TV advertising can support online brands and their growth here.
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