Consistently creating adverts that reflect wider changes can help maintain brand presence

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 23, 2020, 4:08 PM UTC

Effectv and TVSquared’s recent study highlights how TV advertising has affected US consumer behaviour during the COVID-19 pandemic.

Advertisers that continued promoting products/services on television in the first quarter of the year saw a 23% increase in website engagement in the following weeks. But, brands that went off air experienced an average drop of 20% in website visits.

The numbers, though varied significantly across different sectors. DTC brands had the highest rate of TV-attributed response: ecommerce saw a 100% jump in website traffic, online food delivery 84% and education 41%. In contrast, there was a significant dip in website engagement across the automotive, insurance and travel sectors.

Though staying on air can help trigger “memory effect” among consumers, consistency drives long-term engagement. Consistently running pandemic-focused adverts during the crisis helped brands experience a 41% increase in immediate visitors on an average.

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