Lack of TV-mobile ad integration will cost brands as holiday
shopping begins
Marketers are unsure how to integrate television and mobile
to engage multitasking consumers, a deficiency that could result in missed
purchasing opportunities as the crucial holiday selling season ramps up.
Of 100 different U.S. TV advertisers studied in September by
cross-screen advertising company wywy, just one in five showed a clearly
visible product on the homepage of its Web site and just 17 percent prominently
displayed the product on the mobile version of the homepage. With more
consumers simultaneously consuming TV and mobile content, marketers who fail to
take an omni-channel marketing approach risk harming holiday sales.
“The TV advertisers know that there is a massive change
going on,” said Andreas Schroeter, wywy co-founder and COO. “Multi-tasking is
the new normal, shopping on a mobile device the norm.
“Advertisers shouldn’t see TV, mobile and online as
separate,” he said. Integrating campaigns is necessary. But they are unsure
about how to respond to that change.”
“Advertisers need seamless story-telling,” Mr. Schroeter
said. “Show the product on mobile devices that is advertised on TV. Then
measure impact on your website KPIs. Then optimize your TV campaigns
accordingly.”
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