The Largest Internet Brands Rely on TV for Growth
Today we hear more and more that an increasing percentage of traditional brand marketing budgets are being shifted to online advertising in a proverbial Holy Grail search for low cost customer and revenue acquisition. And that is happening.
But, you might be surprised to learn that those who perhaps know the most about online marketing, the Internet pure-plays themselves, are following an entirely different route to growth. Television.
A recent CAB (Cable Television Advertising Bureau) whitepaper illustrates some powerful dynamics happening among the largest, best known Internet brands, or pure plays as they are known. In “What’s Driving Digital”, we see a strong case for television not just driving traffic, but for driving revenue growth. Even better, this revenue growth is being realized in the first year on television.
Let’s take a look at some of these impressive metrics:
So why are companies whose brands were built through the Internet shifting their ad budgets to TV is such a rapid fashion? The answer is simple. No other marketing channel works harder on a contribution basis than television. Whether it’s traffic, leads or revenues, TV is the largest driver in scaling a business.
As noted in Deloitte’s “State of Media Democracy” report, 64% of web respondents stated they visited a site after seeing a TV ad. In contrast, 49% responded as a result of an online ad and 12% as a result of a mobile ad.
It’s clear that when it comes to the inevitable question of how do I scale my company online, TV has been and will continue to be one of the soundest advertising investments you can make.
You can view the entire CAB article here.
tandemROI is a multi-platform marketing agency based in Tampa, FL.
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