Web start-ups buy more TV advertising
More and more small Internet start-ups are advertising on television,
often within months of their launch. In the late 1990s, many of the Internet’s biggest brands — such as Google, Skype and Amazon
— were built through word-of-mouth, without paying for offline ads. Today Google is advertising on TV and billboards, and investors are
encouraging more of their start-up companies to take advantage of television.
Index Ventures
invests
in Internet start-ups. Saul Kleinm,
a partner at Index, says: “Once you have a clear sense of how much it costs you to get a customer and the total lifetime value of that
customer, you should start experimenting with as many different marketing channels as possible.” Recent e-commerce
companies appearing on UK TV include Spotify, the digital music service; Lovefilm,
the DVD-rental and online-video services; Glasses Direct, which sells
spectacles. Wonga, a loan provider; and Just-Eat, which lets people order from
local fast food takeaways online.
Such companies started off by advertising on Google's search ads, which allow an exact analysis of how much each ad cost and how much the visitor who saw the ad went on to spend.
But search ads are most useful when people know what they are looking for — so for companies trying to build awareness for a new kind of online service, TV ads can be more useful.
“Our goal on TV is to educate people that there is an alternative to the high street," says Kevin Cornils, chief executive of Glasses Direct. "Anyone can do an ad online, but people trust TV." Mat Braddy, marketing chief at Just-Eat, buys TV advertising to target younger people in early evenings and at weekends. If you’re clever about it, you can advertise at the times of day when people make the decision to eat," he says.
Such companies started off by advertising on Google's search ads, which allow an exact analysis of how much each ad cost and how much the visitor who saw the ad went on to spend.
But search ads are most useful when people know what they are looking for — so for companies trying to build awareness for a new kind of online service, TV ads can be more useful.
“Our goal on TV is to educate people that there is an alternative to the high street," says Kevin Cornils, chief executive of Glasses Direct. "Anyone can do an ad online, but people trust TV." Mat Braddy, marketing chief at Just-Eat, buys TV advertising to target younger people in early evenings and at weekends. If you’re clever about it, you can advertise at the times of day when people make the decision to eat," he says.
'People trust TV advertising'. Is this true in your country, Why/why not?
OVER TO YOU II
Would you use the Internet to buy any of the products/services sold by the companies in the article? Why/why not?
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ОтветитьУдалитьIn my country, i can't say that people trust or not TV advertising, but it is more effective than other such as via Internet or word-of-mouth. Because the majority of us prefer watching TV than connecting to Internet.
ОтветитьУдалитьYes, i would use the Internet to buy any of the products and services sold by the companies in the article. Because, for exemple Amazon, it is easy and low cost.
ОтветитьУдалитьIn my country, most people are suspicious of television ads. It seems to them that they always want to trick them with beautiful products and “profitable” actually fake offers. Advertising has a different purpose. Make people buy goods at the store because they remember them through annoying ads.
ОтветитьУдалитьYes, I would use the Just-Eat service to order food at home
ОтветитьУдалитьIn my opinion, advertising on the Internet is much more than in television , but their scales differ . Advertising on the Internet is a small commercials or takeaways on sites that rarely attract the attention of people . In television advertising can often be in the form of a small miniature which can last up to two minutes . Also, advertising on Federal channels will cost much more than advertising on the Internet.
ОтветитьУдалитьI enjoyed reading your article. Please make more interesting topics like this on.
ОтветитьУдалитьI'll come back for more :)
From Japs a researcher from https://alwaysopencommerce.com/
Nice blog... Here I want to share very effective and economical TV advertising software. Thanks
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