LONDON: Despite the well-documented trend towards multiscreening, many TV advertisers still do not feature advertised products on their website home pages, according to new research.

Wywy, a specialist in maximising TV advertising ROI, looked at 100 brands advertising on television in the UK and found, The Drum reported, that 42% were missing purchasing opportunities by not displaying the advertised product in a prominent position on their desktop homepage at the time a spot was broadcast. This total rose to 58% for mobile. 

Prominently displaying an advertised product on second-screen device home pages, said Wywy, increases conversion rates between two and five times.

It also suggested that marketers should consider this issue with the holiday shopping season now in full swing.

Only 22% of the featured brands clearly showed a product mentioned in a TV ad on their desktop homepage, as did 15% on their mobile homepage.

Almost one third (30%) partially showed the product on desktop using a slide show, with the equivalent figure for mobile standing at 22%. And a small proportion (6% desktop, 5% mobile) showed a product with compromised visibility - either in a small space or lower on the display - thus requiring the user to scroll down.

Wywy said that 80% of visits generated by TV ads happened within 90 seconds of the commercial airing, so it was important for brands to address this issue. And once users have arrived on a site, brands typically have an eight-second window where consumers decide to stay or leave.

A complex hierarchy of screens is developing, and brands need to understand how each fits into their particular consumer journey, according to Martin Ash of Millward Brown.

Writing in Market Leader, he explained that within total screen time, fully 32% is simultaneous usage of TV and a digital device, broken down into 7% for "meshing" (simultaneous usage for related content) and 25% for "stacking" (simultaneous usage for unrelated content).

And of those engaged in meshing, just 11% were following up an ad. People were more likely to be "finding more information about what's on TV" (22%), or to "discuss what I'm watching" (16%), and "to interact with what's happening on TV" (14%).

Data sourced from The Drum; additional content by Warc staff