Way back in 2007, an iProspect/Jupiter Research study found that two-thirds of those online are motivated to search online due to an offline channel such as a TV ad. Since 2007 was an eternity ago in internet time and search continues to grow, that number has surely only gone up.
That TV ads cause viewers to search is clear from search data as well. And people don’t just search for brands. They’re just as likely to search for taglines or products. Based on the 2009 Superbowl commercials, marketers clearly understand the importance of having an online presence. Nearly all the ads included URLs and many had microsites made specifically for the campaigns. But did these marketers realize the impact their ads would have on searcher behavior?
