Study: Search engine marketing significantly improves TV advertising impact
The effectiveness of TV advertising campaigns can be significantly enhanced through the parallel use of search engine marketing. According to a recent study by the German Digital Economy Association (BVDW), extending the reach of a TV ad through search engine marketing leads to a significant increase in unaided brand awareness.
The rate of increase is up to 42%. In combination with search engine optimization (SEO) and keyword marketing (SEA), unaided brand awareness can even be increased by up to 91%. However, according to the study, TV advertising campaigns have so far barely exploited the huge potential offered by additional activities in the search engine environment. "The first detailed evaluations already show how useful the combination of TV campaigns and search engine marketing is," says Reza Malek from BVDW according to Pressetext. Without the integration of SEA or SEO, companies would be wasting the opportunity to be more present in the so-called relevant set of customers.
If a brand is advertised exclusively via a TV campaign, unaided brand awareness of plus 49% is achieved. The combination with SEO increases this to plus 74%, with SEA to plus 80%. According to the BVDW study, a visit to a website by a user who was not previously familiar with the brand in question can even increase unaided brand awareness by over 160%.
Advisable for all sectors
"As part of the study, we analyzed four different industries and came to similar conclusions. In our opinion, it therefore makes sense to combine SEA and SEO with a TV campaign in almost all sectors. Nevertheless, there are of course some sectors where the need for information on the Internet is above average," explains Philipp v. Stülpnagel, Head of the SEM Unit at BVDW, to Pressetext. In such areas - such as travel or insurance - it is essential to use search engine marketing. In addition, the positive effects of TV-SEA/SEO combinations suggest that there are also positive spillover effects with other media such as print or radio.
International advertising market forecasts, such as the recent one from Nielsen, also point to the importance of cross-media campaigns. In 2010, it will therefore be a top priority in the industry to adapt even better to media convergence and make better use of cross-media campaigns.
If a brand is advertised exclusively via a TV campaign, unaided brand awareness of plus 49% is achieved. The combination with SEO increases this to plus 74%, with SEA to plus 80%. According to the BVDW study, a visit to a website by a user who was not previously familiar with the brand in question can even increase unaided brand awareness by over 160%.
Advisable for all sectors
"As part of the study, we analyzed four different industries and came to similar conclusions. In our opinion, it therefore makes sense to combine SEA and SEO with a TV campaign in almost all sectors. Nevertheless, there are of course some sectors where the need for information on the Internet is above average," explains Philipp v. Stülpnagel, Head of the SEM Unit at BVDW, to Pressetext. In such areas - such as travel or insurance - it is essential to use search engine marketing. In addition, the positive effects of TV-SEA/SEO combinations suggest that there are also positive spillover effects with other media such as print or radio.
International advertising market forecasts, such as the recent one from Nielsen, also point to the importance of cross-media campaigns. In 2010, it will therefore be a top priority in the industry to adapt even better to media convergence and make better use of cross-media campaigns.
