Dynamic Marketing Duo: TV and Mobile
According to a Google Consumer Survey (May 2015), “two-thirds of smartphone owners used their phones to learn more about something they saw in a TV commercial.”
Nielsen estimates that adults watch more than five hours of TV per day. Of that number, Google reports, 84% use their smartphones or tablets as a second screen (12% of them are reading discussions about the TV show and 29% are searching for show-related information).
This means that you can simply measure your search traffic against television airings and determine which TV ad placements provide the most search lift.
According to Google, here are three “best practices” to consider reaching multi-screen viewers:
- You must have a mobile presence to support your TV ads.
- Category terms are critical to success. They may not remember your name, but they will remember the categories. Don’t let your competitor dominate the SEO world for your words.
- Make it easy. Align copy and landing page copy to your television creative. This makes producers cringe, but consumers very happy.
Google says that TV viewers want more while “they watch TV—the who, what, why and how much.” You have an opportunity to connect the dots for consumers, but the connection must be easy to find and use.
Mark Mathis
Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle. After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.” Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.” One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College. Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board. Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.
