During this unprecedented time of restricted movement, how has TV impacted advertisers’ ability to drive digital engagement? To answer this, Effectv and TVSquared analyzed hundreds of U.S. brands over the past few months and released a report on the findings. One of the most revealing takeaways from the study is that there’s clear evidence of TV advertising driving both the short-term and long-term impact on brand engagement.
Here are more specific findings from the analysis:
The report’s findings support the hypothesis that TV advertising produces a “memory effect,” yielding additional interested consumers and website visitors over time. The longer a brand remains on-air to build and maintain a brand presence, the greater the prolonged impact will be.
In fact, on average, the longer-term impact of a TV campaign each week is anywhere from 3-6x higher than the immediate impact. Legal services, utilities, home improvement and financial services are among the ad categories with the strongest long-term results. These higher performing verticals should focus on continuous branding campaigns to drive awareness and recallability for when consumers are in-market for their specific offerings.
How important is it really for advertisers to stay on-air in order to reap the benefits of long-term impact? Extremely!
Download TVSquared and Effectv’s new eBook, “The Halo Effect: TV Drives Digital,” here for even more insights.