As traditional TV viewership declines and Streaming TV quickly grows, advertising has followed suit, with many advertisers jumping into Streaming TV advertising. It’s become well-known as an efficient platform for building brand awareness, but one frequently overlooked benefit is the impact this can have on website traffic.
If you’re seeking to attribute your sales activity to your advertising, it can be more difficult to tie conversions to Connected TV advertising due to cross-device attribution. However, there are other ways to measure and assess the true impact of Streaming TV advertising on your brand awareness.
1. Increased Organic Search Volume – Viewers who are intrigued by your offer may search during or after seeing your commercial. They often even remember your brand hours or days later, and search for you online when a need arises for your product or service. This customer activity isn’t as easily attributed to a specific ad channel, but we consistently see that our campaigns increase organic search traffic, as consumers are likely to take action after an initial impression.
2. Increased Brand Trust – 80% of customers need to trust a brand before purchasing from them1. Streaming TV offers top-tier placements on top apps and channels. Positioning your brand on the platforms your target customer is already watching can help build trust in your brand.
3. Increased Brand Engagement – In a survey, 49% of advertisers claimed Streaming TV advertising increased their brand engagement, including website and in-store visits2. For this reason, Connected TV works well as part of a full-funnel marketing strategy by increasing your reach. This builds awareness with more potential customers, ultimately moving them in their path to purchase and improving the effectiveness of your lower-funnel activities.
If you’re running Connected TV, you can assess changes in these areas from before and after your campaign to see its impact in your Google Analytics and Campaign Central performance dashboard. If you’re interested in starting a Connected TV campaign to boost your brand awareness, please feel free to reach out.
1. Edelman Trust Barometer Special Report: In Brands We Trust?
