Cash App, Instacart, Canva, MGM+ Among Advertisers Spotlighted

First-time TV advertisers are experiencing notable and sustained mid-funnel success upon launching their campaigns. This key insight emerges from the Video Advertising Bureau (VAB) report titled Breaking Through: How New Advertisers Are Using TV To Ignite Interest & Turn Consumers Into Customers. The report, which analyzes 230 first-time TV advertisers, quantifies the positive impact of TV campaigns on mid-funnel outcomes that help convert consumers into customers.

Key Insights from the Report

"In the ever-evolving video advertising landscape, one assured constant persists: truly premium video ignites consumer action like no other media," stated Sean Cunningham, President & CEO of VAB. "As evident across our analyses, long-form, professionally produced video content consistently drives mid-funnel outcomes such as increased search and website traffic. U.S. marketers are clearly leveraging premium video to convert ad-viewing consumers into high-value customers."

Website Traffic Increases

An analysis of 173 brands that measured website traffic before launching their TV campaigns revealed the following:

• On average, advertisers experienced an immediate surge of over 300,000 website visitors upon the launch of their TV campaigns.

• Notable brands such as Temu, Cash App, Instacart, Canva, and Varo reported exponential growth in their monthly unique traffic, with increases of 177%, 47%, 40%, 58%, and 1,223%, respectively.

• Mid-funnel impact was observed across various investment levels:

  • Brands investing below $500K saw a 20% increase in website traffic.
  • Brands with $2M-$5M investments experienced a 25% increase.
  • Brands investing $10M and above reported a 42% increase.

Customer Acquisition Success

An additional analysis of 28 brands that did not measure website traffic before their TV campaign launch found significant customer acquisition results:

• Brands such as MGM+, Cirkul, and GO2Bank experienced substantial monthly website visitors, with 329K, 702K, and 4,193K visitors, respectively.

The findings from the Video Advertising Bureau underscore the effectiveness of premium video content in driving mid-funnel success for first-time TV advertisers. As brands increasingly leverage TV advertising, the results highlight the potential for significant increases in website traffic and customer engagement, ultimately turning viewers into valuable customers.