Study highlights the importance of staying on air and adapting creative/schedules regularly for optimal performance.
NEW YORK – July 13, 2020 – In a time of restricted movement for most Americans, how has TV impacted advertisers’ ability to drive digital engagement? To find out, Effectv, the advertising sales division of Comcast Cable, and TVSquared, a leader in TV attribution, released findings from an analysis of hundreds of U.S. brands. The study uncovers the short- and long-term implications of staying on-air, the impact of COVID-19 across ad categories and the effectiveness of pandemic-related creative changes, among many other insights.
The study, The Halo Effect: TV Drives Digital, evaluates the impact TV has on driving website traffic and engagement to connect with consumers during these times. Key COVID-19-related findings from the study include:
“Since the pandemic has forced many consumers to move their shopping from physical stores to online channels, this study could not be more timely or valuable for marketers in terms of understanding the impact TV has on driving engagement,” said James Rooke, General Manager, Effectv. “The results clearly show that TV advertising drives consumer action online and also provide insights into how data-driven strategies can maximize engagement during this unprecedented time for marketers.”
“The study’s findings show just how critical it is for TV advertisers to be nimble and adaptive,” said Jo Kinsella, President, TVSquared. “Changing creatives to reflect what is happening in the world, and making data-backed adjustments to buys and schedules, are the two attributes that are consistent among the most successful advertisers – not only during times of crises, but always.”
“The Halo Effect: TV Drives Digital” includes more detailed insights on the topics shared above, as well as analysis on the effectiveness of audience-first scheduling strategies, the latest findings on viewership trends and detailed case studies by industry.
Click here to download the report.
TVSquared is the largest global enterprise platform for cross-screen, multi-touch attribution across all forms of linear and digital TV content. TVSquared’s always-on analytics platform empowers brands, agencies, networks and publishers to quantify TV’s impact, tie TV to business outcomes and optimize ad performance across TV everywhere. Thousands of advertisers in more than 70 countries work with TVSquared to measure TV across millions of households and billions of ad impressions. Learn more at www.tvsquared.com.
Effectv, the advertising sales division of Comcast Cable, helps local, regional and national advertisers use the best of digital with the power of TV to grow their business. It provides multi-screen marketing solutions to make advertising campaigns more effective and easier to execute. Headquartered in New York with offices throughout the country, Effectv has a presence in 66 markets with nearly 35 million owned and represented subscribers. For more information, visit www.effectv.com.