Volume 3 No. 2: How to improve digital performance
Let’s say results online are, well, less exciting than you'd like.
But it’s tough out there. Competition (and prices) keep increasing. And thanks to changing privacy laws, it’s harder to find and reach your target customer.
You need to boost the effectiveness of your digital marketing.
Introducing... TV’s halo effect.
Digital is more effective than with TV advertising.
Each week, we break down a common misconception around TV advertising.
TV is such a powerful channel on its own, it's easy to forget its impact on the rest of your marketing. But that’s not a small thing to overlook.
TV and digital have an especially symbiotic relationship. Which makes sense. TV captures top-of-funnel interest, and when your potential customer goes online to search for your brand, a paid search ad prompts them to actually make a purchase. The two (very different) channels work together in a strategic, mutually beneficial partnership. Here’s some proof:
1) A VAB study found that brands across all life stages see double-digit growth in visitors to their digital platforms after launching TV.
2) Web traffic driven by TV boasts especially high engagement rates—visitors return an average of 2.3 more times than those driven by other channels.
3) TV even improves the ROI of paid social by increasing ad awareness and purchase intent.
What's the takeaway? Opposites do attract. Pairing TV and digital can enhance marketing performance by as much as 50%. So if you’re trying to boost your digital effectiveness, the answer could mean looking offline...
Question: What role can TV play in my marketing mix?
We take the web’s most searched questions about TV advertising to a range of marketing experts who can’t help but love TV.
Answer: “TV is known for its upper funnel metrics: brand awareness, consideration, familiarity, but TV also has a measurable impact on the lower funnel. If you think about modern day consumption habits, close to 70% of TV viewers are either watching TV with an active second device in their hand or one very close by. Rather than working in silos, advertisers are now designing their TV spots to drive consumers into the digital funnel. As you think about TV having even more sophisticated targeting than before, you couple it with its known upper funnel performance, as well as its contribution to the lower funnel and digital tactics, TV today has the ability to drive the biggest contribution to any brand's marketing mix.”
— Dhiren Khemlani, VP Client Growth
Dhiren thrives on the balance between art and science that’s inherent to marketing. In his free time, he can be found photographing his favorite NYC locations.
Listen: CMO Moves
Here we celebrate books, podcasts, videos, and influencers that are actively pushing marketing into the future.
CMO Moves is a place for inspirational marketing and advertising leaders to tell all! Heide Palermo from Adweek invites CMOs to voice their success stories, challenges, and insights as they maneuver the changing world of marketing.
Our favorite insight? Xiomara Wiley, CMO & EVP of Universal Parks and Resorts, explains that the complexity of marketing today makes collaboration a priority. Using the expertise and diverse viewpoints of your team will help to “build, protect and grow the brand.”
Share Change the Channel
Share this newsletter with coworkers, friends, and neighbors to show off your TV knowledge.