MERCADEO Versión en español
TV ads have immediate effect in the Internet, according to study
19 de mayo de 2015
Do TV ads serve as incentive for traffic in the Internet and sales on that channel? And if so, how does it work? These were some of the questions that were answered in the study that the Institute for Operations Research and the Management Sciences (INFORMS) published, which analyzed the phenomenon of second screens.The report demystified that second screens affected the consumption of the main screen and thus created a distraction and made the message less followed by viewers who were at the other side of the screen. Researchers crossed traditional advertising data with traffic data from great brands which have been the stars of those ads. For example, they analyzed Internet surfing and purchases of 20 top brands and an advertising investment in TV in the US valued at 3,400 million dollars. Their conclusion, taking data from there was that what is seen on TV has an immediate impact on what is done on the Internet.Moments after the ad of the brand is broadcast on TV, there tends to be a traffic peak in the page´s brand”, said one of the researchers.
