wywy, a cross-platform advertising company, found that only in five TV advertisers in the U.S. display a ‘clearly visible product’ on the homepage of its site. Yet, wywy’s research also shows, 80% of TV-inspired site visits happen within 90 seconds of the TV ad airing.
What do advertisers need to do in order to get it right? “The first and most important step is a change in mindset,” wywy co-founder and COO Andreas Schroeter told Lost Remote.“ Advertisers shouldn’t see TV and online as separate — integrating campaigns is necessary,” he continued.
With more consumers distracted while watching TV, oftentimes turning to second screen devices, advertisers should place the products they advertise about on their homepages. Even if this experience isn’t synched, brands are missing out on the opportunity to draw viewers following exposure to a commercial. Prominently displayed products on second screen homepages increases conversion rates two to five times.
Some brands are getting it right, though. According to Schroeter:
Many automotive companies such as Hyundai and Nissan are starting to roll out second screen strategies. They use the TV screen to push a highly emotional message with stunning audio and visual effects, and they push TV-synced online campaigns to recapture the lost attention of second screen users. They show the model advertised on TV on their homepage the instant the TV ad airs to help TV viewers easily find what they are looking for. Then, they measure the impact of each TV airing on their conversions – be it locating dealers, booking test drives or configuring a car online.