Can Streaming TV Drive Organic Search Traffic for Franchise Brands
If you want to attribute your sales to advertising for your location, it can be more difficult to tie conversions to Connected TV advertising accurately due to cross-device matching. Streaming TV has become well-known as an efficient platform for building brand awareness, but one frequently overlooked benefit is its impact on website traffic. There are other more accurate ways to measure and assess the true impact of streaming TV on your business.
Increased Organic Search Volume
Viewers who are intrigued may search for you during or after your commercial. They often remember your brand days later or when that problem you solve arises. Because of this common customer behavior, 4Ever Young saw a 40% increase in Organic search traffic after a 3-month CTV campaign with Awarity.
Why Should I Measure Organic Search?
Organic website traffic is typically the most engaged and highest converting across industries. Measuring the people who remember your brand, search for your website, and learn more about your solutions is the best way to measure brand awareness. Top-of-funnel channels focus on reaching new people and encouraging engagement with your brand, and organic search measures those who do just that.
Why Would I Not Measure CTV on Sales?
While sales can be attributed to a CTV campaign, there are a couple of things to keep in mind:
People Usually Purchase on Other Devices: Cross matching devices such as a TV and a mobile device, where most people will do the actual buying, is not always 100%. People will watch the commercial then go to another device to purchase.
CTV is a Top-Of-Funnel Marketing Channel: sales are a lower funnel KPI since the purpose of those channels is to get a conversion. Whereas Top-of-Funnel marketing channels like CTV have a different set of KPIs.
Organic search traffic can help you better understand your brand awareness efforts. Our data science team at Awarity continues to analyze how our CTV campaigns impact organic search traffic with our clients. Get connected with us to see how your organic search traffic could be elevated!
