Infographic: Only 22% of brands clearly show a product mentioned in their TV ad on their website homepage
Two-fifths (42 per cent) of brands don’t have products mentioned in their TV ads on the homepage of their desktop website, research from Wywy has found.
The research of 100 brands who advertised on TV in the UK found that many were missing second-screen purchase opportunities by not having the products advertised feature on their homepage of desktop and mobile websites.
With Wywy reporting that 80 per cent of TV-inspired website visits happen within 90 seconds of an ad airing, the company suggested that this is something brands should address in the festive season to make the most of Christmas sales.
It was discovered that only 22 per cent of brands show the ads clearly on their desktop homepage, while 15 per cent clearly showed the product on their mobile homepage.
Almost a third (30 per cent) of the brands showed advertised products in a slide show on desktop devices (22 per cent on mobile), while six per cent of desktop sites and five per cent of mobile sites showed the ad in an area of compromised visibility (in a small space or lower on the display causing a need to scroll).
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Wywy stated that those displaying an advertised product on second screen home page devices saw conversion rates increase two to five times.