First-time TV advertisers are achieving “significant and sustained” mid-funnel results once they launch their campaign.
That is the big-picture takeaway from a just-released Video Advertising Bureau (VAB) report that probes some 230 first-time TV advertisers and the all-important ROI they seek when securing an ad buy.
VAB’s report, “Breaking Through: How New Advertisers Are Using TV To Ignite Interest & Turn Consumers Into Customers,” includes individuals from household name brands to small and medium-sized businesses and quantifies the impact of TV campaigns on the mid-funnel outcomes that turn consumers into customers.
“In the ever-evolving video advertising landscape, one assured constant persists: truly premium video ignites consumer action like no other media,” said VAB President/CEO Sean Cunningham. “As evident across our analyses, long-form, professionally produced video content consistently drives mid-funnel outcomes such as increased search and website traffic. When it comes to inciting brand-involved actions, an abundance of U.S. marketers are clearly using premium video to convert ad-viewing consumers into high-value customers.”
An analysis of 173 brands—those of which measured website traffic before TV campaign launch—found that upon TV campaign launch, the average advertiser saw an immediate influx of over 300,000 website visitors. Many brands then saw exponential growth in their monthly unique traffic, including Temu, Cash App, Instacart, Canva and Varo.
Mid-funnel impact from TV campaigns was achieved by first-time advertisers at all investment levels—as brands below a $500,000 investment saw a 20% increase in website traffic while brands at the $2 million-$5 million investment level experienced a 25% increase. Bigger yet, brands at a $10 million and above ad investment level saw a 42% increase.
In addition, an analysis of 28 brands—those of which did not measure website traffic before TV campaign launch—found that campaigns drove a significant influx of new customers each month, with brands such as MGM+ and Cirkul seeing monthly website visitors of 329,000 and 702,000, respectively.
VAB also analyzed an additional 29 brands—those not on Comscore—by examining their online search queries through Google Trends in relation to their TV campaign launch. Brands such as Cacti, Wallbox, Truff, 72SOLD, and Popcorners saw significant and exponential lifts in their online searches.
Read the full report, which elaborates on how premium video ignites consumer action, here.
