What Online Brands Know about TV

20 December 2017 • tvsquared

Meg Coyle, Content Director
Meg Coyle,
Content Director

It was 6:00 p.m., and I was about to order pizza. The kids were playing and we had the TV on. I can’t remember if it was Nickelodeon, Disney Channel or just a rerun of “Seinfeld.” All of the sudden, the “My Pillow Guy” was on TV speaking my language: yes, my neck hurts in the morning; yes, I want to get a better night’s sleep. The next thing I know, I’m on my laptop, ordering two of his pillows. The whole thing – from the ad to the sale – took, maybe, 15 minutes.

 

While we don’t sit around the TV set like we did 10+ years ago, TV still plays a huge role in our lives. And online brands of every shape and size, including My Pillow, know it. In fact, e-commerce is one of the fastest-growing industries for TV ad spend.

TV clearly works for online brands. But, with news of digital taking a chunk of its ad revenue, what do these brands know to make them invest even more into the channel?

Killer combination

TV’s reach, time-spent and trust make it a powerful tool. TV still accounts for the majority of video-viewing time, and the average person spends 3+ hours a day watching it. Nothing else provides this level of reach. On top of that, TV ads are one of the most engaging, trusted and liked sources for purchasing decisions.

Active-participation viewers

Close to 90% of TV viewers watch with second-screen devices in-hand or nearby. We’re a nation of active-participation viewers – when something on TV interests us, we engage digitally to learn more. Due to this “kicker effect,” TV has become a primary driver of site traffic, search and app activity.

Brand awareness AND direct response

TV has long been used for brand awareness, but it’s also now a powerful tool for direct response. Today, the touch of a smartphone is all it takes for a consumer to respond. There’s no interruption, and responses can be directly connected to the content generating them. Online brands understand and leverage the value of immediate, TV-driven response.   

TV and digital are friends, not foes

Online brands have smashed the false dichotomy of TV vs. digital, and understand how channels work together and influence each other. We’ve long called this a “complementary media strategy.” Online and offline channels are intertwined – TV drives digital response, but also enhances digital campaigns, and vice versa.

When you think about it, it’s not surprising that online brands have fully embraced TV advertising. Now, if you’ll excuse me, I have to get back to ordering more pillows …