Are DRTV Advertisers Paying for Consumers Who Go to Their Competitors' Web Sites?

摘要

What if I told you that up to 70 percent of DRTV dollars are resulting in consumers going to competing Web sites? Would you believe it? Probably not, but that's exactly what's happening, and the solution is very simple and cost effective - yet complex to execute correctly. I reviewed 27 DRTV commercials on Fox News Channel in October, and found that 19 had zero or very low visibility in Google on keywords that consumers who watched the commercials would enter into a search engine. This means that companies who do little or no search but who run DRTV campaigns are losing potential consumers to their competitors.