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Why TV Is the Most Effective Channel for Drive-to-Web Campaigns

by John Pucci  |  
October 18, 2016

Americans watch an average of five hours and four minutes of TV per day, according to Nielsen. They're talking about television shows, sports, and other programming that captures their attention.

This viewing is increasingly fragmented depending on age group. For example, the Millennial age Q1 viewing is dropping by more than 10 hours per week from 2011 to 2016. However, the weekly viewing numbers rise significantly as the age bracket increases. There's also a corresponding shift by age group towards streaming services. For example, younger age groups are more comfortable and willing to move to streaming and away from traditional TV service.

Despite the fragmentation, TV is still a very effective driver of direct-to-Web traffic.

The importance of Direct Response TV

Brands take notice of consumers' TV usage by embracing the channel as a way to reach people and to encourage online interactions. Responsive TV or Direct Response TV (DRTV) is a quality tool for raising online awareness and activity because brands have a longer amount of time with longer ads to explain the benefits and features of a product or service.

For example, with a 2-minute or 60-second spot, brands can use DRTV to explain their product or service's uniqueness, which is especially important for more complex offerings. Graphics can be introduced to reinforce messaging. The look and feel of the spots can give viewers a sense of the brand's website experience, so there’s already a sense of comfort to conduct an online visit.

One of the best ways to exponentially grow an online business

The industry is seeing a significant amount of drive-to-Web campaigns on television, which reflect the power of TV across all channels.

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John Pucci is chief creative director at Hawthorne Direct, a full-service brand response advertising agency.

LinkedIn: John F. Pucci  

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