Ideas for a Smarter, Faster World

There has been a lot of debate lately about whether or not TV spots should get tagged with the web site URL. Seems like a no brainer. But we’ve gotten some pushback from clients on 15-second spots in particular, where the message needs to be crystal clear and words and visuals are at a premium. Before you cut the URL from the storyboard, consider this:

Last September, we had two products in the same category go on air.

Product A tagged their spot with a web address. It was simply an onscreen super.

Product B did not.

During the first month of launch, Product A experienced a 1017% increase in site traffic.

Product B’s traffic increased by only 122%. The net difference was a 403% lift in site traffic for Product A.

So add the URL! Better still, promote your site in the voice over. And don’t forget to greet the user with an engaging experience when they land there.