How TV ads impact online consumer activity

Maya Yegorova

TV advertising can have a variety of positive impacts on online consumer activity for both established and scale-up brands.

Television ads have a powerful impact on online traffic and search activity for digital-first brands, and this trend is magnified for more established offerings.

Such findings emerged from research by Magic Numbers, the marketing econometrics firm, covering ten Canadian brands which have their roots in the digital space, including four established players and six ‘scale-up’ brands, which are usually smaller in size but growing fast.

“We’ve learned there’s quite an instant response to TV. And the effect is big; it’s immediate; and it’s visible straightaway,” Sarah Stallwood, Magic Numbers’ chief operating officer, said during ThinkTV’s webinar, “A TV...

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