online businesses on tv
Digital companies continue to increase their tv ad spend
Internet-related businesses – companies like Expedia, Wayfair, Skip the Dishes, and Uber – have collectively upped their TV ad spend by 160% over the past 4 years, up 30% last year alone.
Source: Numerator Canada, Internet related sites & services category
FAANG’s TV spend continues to grow
FAANG, a collection of the world’s most successful companies, renowned for massive marketing platforms with sophisticated data capabilities, have calculated that quite simply, television advertising works. Facebook came back to TV in 2019, Amazon tripled its TV ad spend over the past 2 years, and Google continues to grow its investments in TV advertising.
Source: Numerator Canada
TV advertising delivers more than reach and a brand-safe haven for attention-grabbing creative: TV also has a significant halo effect on the performance of advertising on other media – especially digital. In its 2019 study, “Moneyball Moment for Marketing in Canada” Accenture determined that TV advertising increases the effectiveness of digital media by 19%. Digital media advertising is more successful when combined with TV advertising. It’s as simple as that.