From TV to Web: Content Strategies for Ads That Drive Online Sales

Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV advertising remain an effective means of promoting and selling products and services? In this article, the author draws upon his research to argue that TV advertising remains a powerful vehicle for capturing people's attention, persuading them to purchase products and services, and building brands. He describes four different ad types and explains how each can influence multitasking consumers. To create an effective media mix, he recommends that companies take advantage of lean advertising principles and adopt a sequential approach to capture customer attention, which he calls the "ladder of engagement."