TV Ads and Search Marketing work better when planned together

The IAB and TV promotion body Thinkbox recently released some very powerful research
into the growing inter-relationship between advertising on TV and online marketing performance. The research shows conclusively that passive viewers watching TV, whilst browsing their laptops beside them, are far higher receptive prospects with an increase propensity to purchase with search engines being the primary destination.

This increasing connection is now being reflected in the results of savy cross media planning. For example the recent Department of Transport campaign, drawing attention to the use of cars and their impact on increasing CO2 levels, cleverly replaced their URL in their campaign with ''Search for ACT on CO2''. The desired government page is currently ranking number one in both paid and organic results.

The conclusion to draw and given the increasing take up of broadband access at home (40% up year on year- Econsultancy Internet stats 2007) clients must grasp that TV campaigns and search marketing perform better when planned together.