search calls to action

How can marketers use TV ads to drive people online?

In a multichannel environment, brands and marketers need to think carefully about how customers will respond to offline advertising. 

If people see a product or service they like, will they open up their laptops and type the URL used on the ad into a search engine? Will they search for the brand online instead? Or will they use the smartphone in their pocket? 

65% of print and TV ads include a URL

More marketers are adopting an integrated approach to their campaigns, with the majority now including web addresses in offline ads to drive customers to a website. 

Nominet’s Domain Name Industry report also found that consumers respond better to .uk web addresses than .com, with 80% preferring the local address. 

TV ad landing pages: ten best practices

It is now common practice for brands to include URLs or search calls to action within TV ads to encourage viewers to go online and find out more. 

Renault’s current ‘Megane Experiment’ TV ad asks users to go online, though the execution wasn’t perfect; the URL was too long, and related search terms didn’t all lead to the correct page. 

With this in mind, here are ten best practices to help brands tempt customers online and make the most of any leads…