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BizReport : Advertising archives : December 15, 2014


Brands not reflecting TV ad products on website homepage

To promote consistency across advertising channels, and increase conversions, brands should be using products advertised in their television ads on their homepage. However, recent research from Wywy reveals that many brands are not creating that seamless bridge between television and online.

by Helen Leggatt

More than four in 10 brands do not post products mentioned in television campaigns on the homepage of their websites, according to Wywy's research.

Of the 100 brands analyzed who ran ad campaigns on British television, 42% did not make this bridge across channels. Such brands are missing out on the second-screen opportunity such seamless bridging can bring about with around 80% of website visits resulting from television ads occurring within one and a half minutes of airing. Furthermore, those visitors take just 8 seconds to decide whether to remain on the website.

Of those brands that do make a connection between television and website, just 22% clearly showed the advertised products on desktop homepages and just 15% on mobile. A third (30%) "partially" displayed the products on desktop, 22% on mobile. Just a small number (6%) showed the product in less dominant positions or where visibility was compromised (5% on mobile).

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"The holiday shopping season is approaching and many marketers will be increasing TV media buys. Nearly half of viewers turn to second screen devices (smartphones, tablets, etc.) during commercial breaks and are only one click away from a product's homepage. TV viewers who come to the product's doorstep are shopping for more information, but many advertisers simply don't provide the seamless that could lead to increased sales opportunities," said Dr. Andreas Schroeter, wywy's cofounder and COO.






Image via Shutterstock

Tags: second screen, television, website experience








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