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CLOSING THE GAP: Converting TV Buzz into Brand Action

Core Content

This document explores how marketers can convert the awareness generated by TV ads into actual brand action, especially in the context of streaming platforms where consumers expect instant access to products. It highlights the importance of shoppable ads and contextual alignment in bridging the gap between TV viewing and purchasing behavior.

Main Points

• TV's Role in Purchase Intent: TV ads are effective in driving both awareness and purchase intent. Many viewers (64%) have bought products after seeing them in TV ads, and a significant portion (36% for low-cost products, 26% for high-cost products) would purchase the same day.

• Frustration in Finding Products: 50% of viewers have felt frustrated trying to find products after seeing them in TV ads, indicating a need for a smoother transition from viewing to purchasing.

• Mobile as the Preferred Device: 63% of viewers prefer using their mobile phone to shop for products they've seen in TV ads, emphasizing the importance of mobile integration in shoppable ad strategies.

• Shoppable Ads as a Solution: Shoppable ads are seen as helpful by 82% of viewers, and they provide direct access to products, eliminating the need for search. These ads are particularly effective in improving brand favorability and purchase intent, especially when aligned with the content being viewed.

• Impact by Brand Familiarity:

  • For familiar brands, shoppable ads improve overall brand opinions.
  • For unfamiliar brands, shoppable ads convey specific product attributes and help build brand awareness.

• Contextual Alignment Matters: Ads that are contextually aligned with the content being watched (e.g., a product shown in a relevant scene) significantly enhance purchase intent and brand excitement. Contextual shoppable ads outperformed non-contextual ones by up to 13 points in purchase intent.

• Performance Across Brand Types:

  • Higher-priced retail brands saw a strong positive impact from contextual shoppable ads.
  • Lower-priced food brands performed on par with traditional TV ads, suggesting opportunities for further exploration.

Key Information

• Sample Size: 709 participants
• Total Exposure Points: 1,418
• Shoppable Ads Effectiveness:
  • 82% of viewers find shoppable ads helpful.
  • 54% have made purchases from shoppable ads.
• Mobile Preference: 63% of viewers prefer using mobile when shopping after a TV ad.
• Purchase Intent Boost: Contextual shoppable ads increased purchase intent by up to 13 points compared to traditional ads.

Conclusion

The document underscores that in today's fast-paced consumer environment, brands must leverage shoppable ads to convert TV buzz into actual purchases. By aligning products with relevant content and enabling instant access via mobile, brands can enhance consumer experience, drive sales, and build stronger brand perceptions. Contextual alignment is a critical factor in the success of shoppable ads, making them a powerful tool for marketers aiming to close the gap between awareness and action.