The Marriage of TV Advertising and Search Engine Marketing
This time of year, major brands tend to focus on how they can reach consumers through high-budget television commercials. With the Super Bowl and its emphasis on TV behind us, it’s time to think about how marketers can make their TV campaigns even more impactful, whether or not it’s football season.
As a dual-screen lifestyle becomes the norm and people are consuming digital media at record rates, marketers have a huge opportunity to create links between offline and online experiences and capture already engaged audiences.
According to Google, 84% of smartphone and tablet owners use their devices as a second screen while they watch TV. Twenty-nine percent of these individuals are searching for something related to what they are watching. Marketers are now able to take this knowledge and tap into captive viewers, providing a relevant online experience that corresponds to what they’re seeing on the TV screen. Extending the customer journey across screens and touch points, enables marketers to establish consistent messaging and reach a qualified audience at the right moments.
Recently, MediaPost highlighted how Atkins, a leader in weight control nutrition, put this dual-screen opportunity into action. Working with Rise and ad technology wywy, the brand was able to synchronize its story across multiple screens in real time. By developing a paid search strategy focused around the TV spots’ call to action and air times, Atkins was positioned as the top search result during and after the times its ads aired. Read more about how Atkins used this strategy to achieve a 34% increase in pages per visit and 47% increase in time on site here.
If you’d like more information on how your brand can achieve similar success, we’d love to talk with you. Reach out to Rise to start the conversation.
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