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 overlooked benefit is the positive impact this channel can have on website traffic.
Advertisers seeking to attribute their lower-funnel activities may find that it's 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 may 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 Awarity 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 and credibility with the right audience.
3. Increased Brand Engagement – In a recent survey, 54% 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 and improving the effectiveness of your lower-funnel activities.
While it can be harder to attribute Streaming TV advertising’s impact on these areas of your brand, website traffic and brand awareness are crucial when it comes to gaining new customers. At Awarity, our Connected TV campaigns reach a targeted audience so you can build brand awareness with your target customers and start their customer journey with your brand. Request a demo to learn more about how we can build your brand trust and engagement with a Connected TV campaign.
1. Edelman Trust Barometer Special Report: In Brands We Trust?
