NONE: Re: ONLINE-ADS>> Do offline URLs drive traffic?
Re: ONLINE-ADS>> Do offline URLs drive traffic?
Gregory.Barrett_at_nbc.com
Thu, 23 Jul 1998 16:04:17 -0500 (CDT)
This past Father's Day, NBC ran a special promotional area off of
our home page called Giftseeker. For our advertisers, it was on
on-air online buy where the cost to get in included banner
advertising on our site, a link to their site, and six 30 spots
that appeared during Dateline, ER, The Prentender, and the
Saturday Night movie. Overall, the program was a success with the
on-air commercials driving a sizable number of visitors to our
Giftseeker site.
The URL to link directly to Giftseeker appeared in the spot along
with a banner that displayed our homepage http://www.nbc.com.
Overall, our advertisers were very happy with the success of the
campaign with one advertiser renewing for our back to school and
our holiday campaigns within days of the conclusion of the
father's day campaign. A second advertiser reported that their
online sales doubled as a result of the promotion.
Another aspect of our promotional program is on air spots within
the TV shows that have a presence on our site such as Conan
O'Brien, The Tonight Show, Saturday Night Live, and the Pretender
Adventure. We even have a TV show that is exclusively broadcast
through our website call Homicide Second Shift which is based on
the popular Homicide TV show. We carefully track the reponse to
these on-air mentions and how they affect the traffic of the
various sites. Overall, we have been very happy with the success
of the on-air spots driving traffic online.
This goes to show (IMHO) that traditional media can be used to
effectively drive eyballs online. In the past, I have also
noticed that putting URLs on every piece of communication that
leaves your office can greatly increase the traffic over time.
Look at how much traffic the media created for ourfirsttime.com
and travelzoo.com? How many of you got an email from your
colleagues about travelzoo giving away free stock? I never heard
about either of these sites until I was bombarded with
information about them via email.
Regards,
Gregory Barrett
Gregory.Barrett_at_nbc.com
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