How can marketers use TV ads to drive searches?

by Graham Charlton

TV Ads Prompt Multitasking Viewers to Visit and Buy Online

One of the emerging fears of television advertisers is that distracted viewers – those increasingly frenetic multitaskers using smartphones, laptops and tablets while viewing television – are becoming less susceptible to advertisers’ messages. Or are they? A new study called “Television Advertising and Online Shopping,” to be published imminently in the premiere journal Marketing Science, questions this conventional wisdom. The paper points out that the so-called “second screen” puts a virtual store in every consumer’s pocket. Multitasking viewers can now visit, browse, and even buy advertised products within moments of seeing a commercial.

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