Some 40% of advertisers in the US do not display the products showcased on-air at all on their desktop-accessible homepages; 15% show the products with compromised visibility; and 25% include the products as part of a rotating slideshow, the analysis found.
Advertisers in the UK and Germany, the other two markets examined in the report, are doing slightly better, with 22% and 25%, respectively, clearly showcasing products online.
Below, additional key findings from the report, which was based on data from 100 advertisers across a wide range of industries in the United States, the United Kingdom, and Germany that advertised on television in September and October, 2014.
Advertisers are doing an even worse job showcasing their on-air promoted products on their mobile Web homepages:
- 55% of US marketers do not display products showcased on TV on their mobile homepages at all.
- Just 17% clearly display the on-air promoted products on their mobile Web homepages.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji