Lack of integration across TV, online and mobile ad buys
| 14 November 2014
The majority of brands using TV advertising don't appropriately showcase the advertised product on their homepages potentially losing customer leads according to research by wywy.
ipHoneThe cross-screen advertising and real time TV-ad tracking company's survey found that only a fifth of 100 different US TV advertisers showed a clearly visible product on the homepage of their websites, with only 17% prominently displaying the product on the mobile version of its homepage. Two-fifths didn't show the product on the advertiser's homepage and only a quarter displayed the product using a slide show on its homepage. Another 15% showed the product with compromised visibility (in a small space or lower on the display causing a need to scroll).
Looking at accessing through a mobile device, 55% of the TV advertisers neglected to show the product on the mobile version of its homepage and 21% partially displayed the product using a slide show. The survey also found that 7% showed the product with compromised visibility (in a small space or lower on the mobile device display causing a need to scroll).
The survey also found that four-fifths of 80% of TV-inspired visits happen within 90 seconds of the TV ad airing and on average, users will take only eight seconds to decide whether to stay on a website or not.
"The holiday shopping season is approaching and many marketers will be increasing TV media buys. Nearly half of viewers turn to second screen devices [such as] smartphones, tablets, etc. during commercial breaks and are only one click away from a product's homepage," explained Andreas Schroeter, wywy's co-founder and COO. "TV viewers who come to the product's doorstep are shopping for more information, but many advertisers simply don't provide the seamless experience that could lead to increased sales opportunities.
"Marketers are spending millions on TV ads only to potentially lose interested TV viewers when they use their companion second screen device to purchase or seek more information and can't find the advertised product. Prominently displaying the advertised product on second screen device homepages increases conversion rates two to five times and is vital to getting the most out of a TV media buy."