The majority of brands using TV advertising don’t appropriately showcase the advertised product on their homepages potentially losing customer leads, according to recent research conducted by wywy, a cross-screen advertising and real time TV-ad tracking company.
For 100 different US TV advertisers studied during September 2014, only one in five (20%) showed a clearly visible product on the homepage of its website, with only 17% prominently displaying the product on the mobile version of its homepage.
“The holiday shopping season is approaching and many marketers will be increasing TV media buys. Nearly half of viewers turn to second screen devices (smartphones, tablets, etc.) during commercial breaks and are only one click away from a product’s homepage. TV viewers who come to the product’s doorstep are shopping for more information, but many advertisers simply don’t provide the seamless experience that could lead to increased sales opportunities,” says Dr. Andreas Schroeter, wywy’s co-founder and COO.
The study also found that among the TV advertisers:
1. Forty percent didn’t show the product on the advertiser’s homepag
2. Only one out of four (25%) displayed the product using a slide show on its homepage
3. Fifteen percent showed the product with compromised visibility (in a small space or lower on the display causing a need to scroll)
“Our research shows that 80% of TV-inspired visits happen within 90 seconds of the TV ad airing,” adds Schroeter. “On average, users will take only eight seconds to decide whether to stay on a website or not. Marketers are spending millions on TV ads only to potentially lose interested TV viewers when they use their companion second screen device to purchase or seek more information and can’t find the advertised product. Prominently displaying the advertised product on second screen device homepages increases conversion rates two to five times and is vital to getting the most out of a TV media buy.”