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.