Multichannel: From TV to PC
When PowerPurify.com tested its creative—changing its homepage art from a woman smiling directly at the viewer to a woman reclined and resting—site conversions increased 60 percent, Altman says.
So until someone creates a TV remote that allows customers to click and buy directly from DRTV ads, Altman believes marketers can optimize their sites in many ways. For instance, live chat helps. Interaction may tend to move the fence-sitting Web surfers closer to the impulse-driven call-center customers.
But most importantly, Altman opines, DRTV marketers should make the initial sale on the site before they try to upsell and cross-sell customers. They should structure the site to show the offers one by one. In this respect, she says, DRTV marketers are way ahead of the curve on Web site upsell and
Creative DRTV-to-Web Approaches
Not all DRTV-to-Web campaigns measure success by ROI.
Federal officials and nonprofit groups faced the challenge of educating parents, who were perhaps not so tech-savvy, about the dangers their children find online.
Rather than directing their target audience to an alphabet soup of URLs, those concerned created easy-to-remember URLs aimed at specific demographics. The public service announcements, four of them, directed viewers to find more information on Web sites geared toward them.
From Nov. 12-26, those federal officials and nonprofit groups teamed to air 116 public service announcements on seven national channels, creating 53,205 ad impressions. Those airings included the first PSA ever aimed at potential predators, who learned that exploiting a child online is a serious federal offense.
Parents were directed to KnowWhereTheyGo.org, while potential predators visited StopAnOnlinePredator.org. Spanish-speaking viewers were directed to ProtegelosAhora.org, for parents, and NoTeArruines.org, for potential predators.
As of Dec. 16, parents logged more than 41,000 hits, including nearly 800 to Spanish-only content, says Lou Ann Holland, program manager for the Office of Juvenile Justice and Delinquency Prevention, Child Protection Division, Office of Justice Programs, U.S. Department of Justice. Each site view lasted 2.26 minutes.