If you’re already riding the wave of the TV-synced internet advertising revolution, you’re in good company. Expanding the impact of high cost TVCs with low cost multi-screen digital campaigns has grown exponentially in the past couple of years - with good reason. The ‘Halo Effect’ – the carefully targeted synchronisation of TV ads, programs series, sporting events etc (even the weather) with digital advertising is fast becoming vital to maximising your advertising dollar.
According to recent research from Accenture*1, this Halo Effect is as high as 30%. A whopping 66% of smartphone owners, for example, said they use their phones to search for more information on a TVC advertised product. And crucially, 18% of the ROI attributed to search, display and short form video advertising should actually be credited to TV.
By current trends the boom in multi-channel marketing explosion is expanding by the month.
So, what are these specific shifts and stats? Here’s a breakdown of some of the most up-to-date developments, taken from a sample of 200 TV-synced campaigns run by Impulse Screen Media (ISM) between 2016 - 17:
The future is video
The ever-increasing popularity and effectiveness of video ads is well and truly borne out by the facts. For 2016 – 17 (excluding Facebook) IMS’s average client spend on TV-synced video ad integrations was almost double that for display ads.
Cisco Forecast estimates that video will represent a massive 80% of all consumer-based traffic by 2019.
Not forgetting, of course the hugely powerful and rapidly growing reach of Facebook for video advertising. In the ongoing battle with YouTube for ad dollars, a recent study*2 has shown that Facebook is ahead of for number of impressions and time watched, despite YouTube winning for longer, quality time viewing.
Search is king
A recent report from Fortune confirmed what most of us have long suspected – that Google and Facebook have virtually become a duopoly in internet advertising. So it’s no surprise that when it comes to TV-synced online advertising, Google search is key. It’s been shown that a massive 95% of viewers use another screen when watching TV. So specifically targeted TVCs, programs, series and cultural and sporting events will trigger huge amounts of your target audience’s search engagement with small screens.
And this SEM-synced ‘moment’ marketing doesn’t only apply if you’re a TV advertiser or program/series broadcaster. You can also
- Start digital conversations by triggering search ads when pre-determined keywords appear on TV
- Exploit competitors’ television buys, by driving related search traffic to your website
- Even trigger SEM campaigns synced with the weather conditions.
Plus get real time marketing analytics of every TV event.
Industry trends for multi-screen campaigns
Which industries which have benefitted most from the TV-synced digital advertising surge? It’ll probably come as no surprise that enormous CTR success spikes for IMS’s 2016 -7 integration campaigns occurred in the insurance, pharmaceuticals, food manufacturing and energy sectors. Other big winners included retail, telecommunications, financial services, travel, confectionary, food delivery, government services, and home loans. These results were fairly consistent across organic and AdWords-driven searches.
And speaking of Google AdWords, watch this space. It may form a relatively small part of coincidence marketing at the moment, but it’s on the march, and has a huge future in TV-synced digital advertising.
TV-synced digital ads are here to stay
Coincidence marketing is rapidly progressing beyond the trend stage - it’s fast becoming a fact of advertising life. Highly targeted, cost effective and supremely efficient, it’s an indispensable tool for making the most out of your marketing opportunities.
The facts speak for themselves. Are you taking full advantage of the moment marketing revolution?
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*1Accenture ‘Cross Channel Advertising Attribution’ report. Nielsen’s ‘Digital Consumer Report’, Google Consumer Surveys, U.S., May 2015.