Advertising Trend: Why Your Business Needs Both TV and Internet
By Peter Koeppel
television and the Internet are merging, at least when it comes to
advertising and reaching potential customers. No longer are
customers using only one medium to learn about new products and
services. Rather, customers appreciate and expect companies to take
a multi-media advertising approach when selling products and
building brand awareness. As such, smart marketers are using the
synergy created from the convergence of television and Internet
marketing to capture the lion’s share of the marketplace.
example, many television networks are now selling TV and online ads
as part of a marketing package. That is, when you purchase a
television ad you can also purchase online advertising, such as a
video ads, on a network’s website. The TV networks realize that a
company’s online presence is becoming increasingly important, and
networks are trying to create better online content to combine with
their TV packages.
the merging of the two mediums a step further, NBC is developing a
tool called Total Audience Measurement for advertisers, which
examines the amount of time viewers spend with NBC programming, both
online and on TV. This tool will help advertisers better understand
how the two marketing mediums work together and how much the online
portion of a company’s advertising impacts their bottom line.
is this multi-media approach gaining so much attention? Consider the
The Weather Channel did a study and found that
ad recall was 23% higher when people saw a commercial on both TV
and the web, versus when they saw the commercial on TV alone.
Additional studies reveal that anywhere from 15
to over 70% of customers make their purchase via the web when
they’re offered an 800 number and a website in a television ad.
TV networks have found that people who are
surfing the web are more attentive than people watching TV. In
fact, web video commercials increased viewer attention rates by
53%, viewer awareness by 52%, and brand consideration by 27%
over traditional TV spots, according to Millward Brown’s CTV-1
bottom line is that if you’re not using both television and online
ads to reach customers, you’re missing a huge share of potential
revenue. To help you successfully integrate your television and
online presence, use the following suggestions to guide your
your existing TV spots to drive people online: If you watch any
television channel, you can see that many programs direct viewers to
the web. The website will then give viewers additional information
about the show, interviews with cast members and/or producers, or
even clips from upcoming episodes. Programs such as Fox’s 24
and MTV’s The Hills are well-known for this approach.
According to the Scripps Networks, 80-90% of their online audiences
have watched the network’s TV channels within a week. So there’s a
lot of interplay between the two mediums and it’s a good idea to run
a customized version your TV ad on the network’s website too.
that you can use this same concept with your company’s TV
ads. Make sure all your television advertising includes a website
mention and perhaps even web-only specials that people can receive.
Use your site to offer people more information about your product or
service, coupons, testimonials from real-life customers, and even
some interactive features such as blogs or message boards where
customers can get involved. When HGTV.com started using their site
for customer involvement, they saw a 70% increase in ad revenue.
There’s no reason you couldn’t achieve similar increases in sales on
your site employing some of these ideas.
you’re a web-only business, use TV ads to give your online presence
a boost: With all the technology available today, being a
web-only business is not just feasible, it can also be extremely
profitable. However, web-only businesses that do web-only
advertising need to realize that TV is the biggest mass medium and
has a proven ability to drive people to the web. So don’t ignore
television and think it’s not applicable to your web-only business.
For example, eHarmony.com, the online dating site, is a web-based
business and initially did web-only advertising. When they added TV
commercials to their advertising mix, its been reported that they
grew rapidly from approximately $10 million to an estimated $100
million in revenue. So while online ads are certainly effective for
online businesses, remember to use the power of television to grow
your web-based business even more.
online keywords that match your television advertising: Since
people watching television may not be 100% focused on your ad, you
need to make it easy for them to find you later. So even though you
may offer a website address and phone number in your TV commercial,
don’t expect viewers to always write them down or remember them.
However, chances are they will remember the name of your product, or
at least a close variation of the product’s name. Therefore, when
you buy keywords for your online presence, be sure you purchase not
only the name of your product and company, but also variations of
your product’s name that not-so-focused consumers can type into a
search engine to locate your site. This is one example of how the
combination of TV advertising and keyword search works together to
Customize your message to suit the medium: Web video advertising
needs to be shorter than the typical TV ad. In general, plan your
online commercial to be 15 seconds in length. TV commercials
typically are anywhere from 15-60 seconds in length, even longer
with a direct response spot. If your online commercial is a pre-roll
ad that runs before the video segment people are downloading,
realize that viewers don’t want to watch a long ad. So in this
instance, shorter is better. However, if it’s a freestanding online
ad that’s not connected to a video, then you can use a longer
format. Many companies who use infomercials, which are typically
about 28 minutes in length, shorten it to a 2-minute segment on the
web. If possible, have the spokesperson who appears in your TV spot
also appear in your web advertising, so there’s a tie in between the
advantage of web-based TV: Some TV networks are now creating
their own webisodes. These are television-like shows that appear on
the web only. For example, FoodNetwork.com in preparing to roll out
a web-based show called Cocktails. During each webisode,
advertisers will have the opportunity to present ads that
thematically tie in with the videos the viewers are watching. As the
networks attempt to capture some of the ad dollars that are
switching over to the Internet, you’ll likely see more websites with
relevant content that engage viewers.
addition, there’s also an emergence of TV networks that are
developing on the Internet. One of the forerunners in this medium is
Joost, which offers TV programming online. Some of the programming
is original, while the rest is from networks like MTV. Since many
big name advertisers are realizing that audiences are migrating over
to the web, they are committing advertising dollars to online
networks like Joost, in order to capture new audiences.
TV network called Ripe TV is taking multi-media advertising to the
extreme. Not only do they have traditional television and online
ads, but they also have TVs shows online, downloadable podcasts,
video on demand, and content people can download onto their mobile
phone. It’s an entire network that has developed on the web and has
components that cross over into other mediums. Getting your
advertising on just a few of these options will certainly increase
your company’s presence.
Future of Advertising is Now: Companies that are relying solely
on one advertising medium are missing the mark. It takes a
combination of television and Internet advertising to make a true
impact on today’s consumers. So leverage your marketing dollars by
using the synergy of TV and online ads. When you do, your company’s
brand recognition will grow, and so will your bottom line results.
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