Most if not all of the big companies advertise on TV. A growing number of them will include their website address on the TV ad. TV advertising is an excellent way to reach a large number of people and to describe a product or service.

What happens after you have seen a TV ad? Most viewers will check online (81% are already online while the TV is running – Source: IAB Thinkbox) and this is where most companies and media agencies miss out… there isn’t any correlation between the TV campaign and the search campaign (in particular the SEO part).

People looking online with keywords relevant to the TV ad often cannot find the website, sometimes even if they are using the brand name!

For example, Samsung runs some TV ads with Chelsea Football Premiership team.

Lot of people are looking for the keyword relevant to Samsung and Chelsea (see below).

Samsung TV ad - Search trends

The bad thing for Samsung is that they are not on the top of the Google results when looking for both terms in correlation with each other. How much do Samsung spend on this TV ad campaign?! When you know that only one diffusion of a TV spot can pay for a full year of SEO…

Samsung Chelsea - Google Result Page

Most of the time, this problem is coming from the company and media agency organisation.s Digital and TV are two different groups of people. We can also blame it on the Media planners.

Companies should push for a full coverage (TV and Digital) and not waste any leads. The good news is there are some media planning agencies which are doing a great job at it.