Web Companies Embrace TV Ads Despite Google
Web Companies Embrace TV
New Media Find the Reach of Television Commercials Hard to Resist “Nothing has that broad reach or the ability to build a brand faster” than TV advertising, said Anne Bologna, vice president of brand strategy for TripAdvisor. Ms. Bologna said TV was still the best vehicle for engaging an audience and telling a story.
It is a similar strategy at PopSugar Inc., which, to promote its Shopstyle.com website, is devoting roughly $15 million to television ads. Digital advertising has helped the site generate traffic but its brand name is still virtually unknown, its research shows.
This sentiment helps explain why TV ad spending continues to rise, even as marketers have shifted money to the Web from other traditional media, such as newspapers and magazines.
Ad spending on TV in the U.S. is expected to rise 2.8% this year to $66.3 billion, according to eMarketer, or 38% of total ad spending on all media. Web brands spent $959.5 million on TV ads in the U.S. during the first eight months of this year, up 2.6% from a year earlier, according to ad-tracking firm Kantar Media.
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