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Upending the Playbook: Why Brands are Accelerating their Path to TV The traditional ‘marketing playbook’ assumes that brands should wait until they are more established before advertising on TV. However, over the last few years, many brands have upended that playbook and started accelerating their path to TV. Why? Across all life stages, brands experience significant business outcomes as a result of the scale, legitimacy and halo effect their advertising delivers. This new paper, The Halo Effect: TV as a Growth Engine published in partnership with Effectv, is a rich analysis of the impact that TV has on a brand’s digital storefront and platform. A few important findings: No brand is too young to benefit from TV. The analysis of nearly 200 brands proves that young brands experienced a +138% increase in web traffic after advertising on TV, a much greater increase than that of older brands. Both DTC brands and non-DTC brands enjoy the halo effect of TV driving traffic to their digital storefronts. Across all life stages, brands saw an immediate double-digit increase in unique visitors to their digital platforms during their TV launch. Brands that “test and learn” are rewarded. Brands who begin a ‘test and learn’ phase quickly scaled up their investment, resulting in an average of an 80% increase in website traffic. VAB, Effectv and Forecast Labs bring you real-world case studies and the reasons why brands are fast-tracking their path to TV in categories such as home furnishings, home insurance, health/wellness & personal care, online delivery services & meal kit subscriptions, as well as non-DTC categories such as QSRs, home goods & services and B2B- most experiencing triple-digit lifts in website traffic after they launched their TV campaign. To see how TV gives brands at all life stages the platform to catapult their business forward, download the paper. DOWNLOAD Contact MediaPost To Post Your Research |
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