VAB: Yep, TV ads can lift website traffic
September 21, 2015
TV advertising may be the key for companies looking to drive online traffic.
So says a study from the Video Advertising Bureau, a group that promotes the selling power of TV ads–so take these findings for what they are, coming from an interested party.
The group’s study found that 82 percent of brands showed a direct correlation between TV advertising and website traffic. Of the 85 companies it examined that had website traffic increase, 87 percent of them had also increased TV spending.
On average those advertisers increased TV spending by 22 percent and saw web traffic jump by 24 percent.
Conversely, of the 40 brands that had web traffic decline, 70 percent lowered TV spending, an average of 10 percent lower TV spending and a 9 percent decrease in online visits.
The positive correlation was strongest among telecom brands examined by the VAB. The group found that 11 telecom brands increased TV spending, and all 11 also saw web traffic increase.
On the other end, VAB says 16 restaurants increased TV ad spending, but just 12 also saw web traffic increase, for a correlation of 75 percent, the lowest among six categories of brands examined.
To download the full report from VAB, click here.