New TV Advertisers See 'Mid-Funnel' Results From Campaigns
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Brands that advertise on national television for the first time are likely to see results beyond awareness and consideration. The omnipresence of mobile devices gives television viewers a way to immediately interact or transact after seeing a commercial, according to data compiled by trade group VAB.
“TV campaigns sparked immediate and sustained increases in brands’ website traffic and online brand searches which shows long-form, professionally produced video content’s ability to drive ‘mid-funnel’ results for advertisers of all sizes and investment levels,” the VAB said in a report focused on new TV advertisers.
There were 931 first-time advertisers from the years 2021 to 2023, and they spent more than $4 billion on their campaigns, the data show. The initial success of a TV campaign encourages many brands to increase their spending as they seek greater market share.
