Advertising Media: TV and Internet

Today, television and the Internet have become leading advertising[advertising?:advertising material cutting machine] ways to reaching our potential customers. It’s far from just using one medium for customers to learn about new products and services. Also, customers appreciate and expect companies to take a multi-media advertising approach when selling products and building brand awareness. As such, smart marketers are using the synergy created from the convergence of television and Internet marketing to capture the lion’s share of the marketplace.

For example, many television networks are now selling TV and online ads as part of a marketing package. That is, when you purchase a television ad you can also purchase online advertising, such as video ads, on a network’s website. The TV networks realize that a company’s online presence is becoming increasingly important, and networks are trying to create better online content to combine with their TV packages.

Taking the merging of the two mediums a step further, NBC is developing a tool called Total Audience Measurement for advertisers, which examines the amount of time viewers spend with NBC programming, both online and on TV. This tool will help advertisers better understand how the two marketing mediums work together and how much the online portion of a company’s advertising impacts their bottom line.

So why this multi-media is approach gaining so much attention? Consider the facts:

• The Weather Channel did a study and found that ad recall was 23% higher when people saw a commercial on both TV and the web, versus when they saw the commercial on TV alone.
• Additional studies reveal that anywhere from 15 to over 70% of customers make their purchase via the web when they’re offered an 800 number and a website in a television ad.
• TV networks have found that people who are surfing the web are more attentive than people watching TV. In fact, web video commercials increased viewer attention rates by 53%, viewer awareness by 52%, and brand consideration by 27% over traditional TV spots, according to Millward Brown’s CTV-1 Study

If you’re not using both television and online ads to reach customers, you’re missing a huge share of potential revenue.