Analysis: First-Time TV Advertisers See Immediate–and then Sustained–Mid-Funnel Results Following Campaign Launch

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

First-time TV advertisers are achieving significant and sustained mid-funnel results once they launch their campaign. That is the big-picture takeaway in the Video Advertising Bureau (VAB)’s report, Breaking Through: How New Advertisers Are Using TV To Ignite Interest & Turn Consumers Into Customers. Based on an analysis of 230 first-time TV advertisers, the report quantifies the impact of TV campaigns on the mid-funnel outcomes that turn consumers into customers.

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

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An analysis of 173 brands—those of which measured website traffic before TV campaign launch—found that:

• Upon TV campaign launch, the average advertiser saw an immediate influx of over 300K website visitors.
• Many brands then saw exponential growth in their monthly unique traffic, e.g. Temu, Cash App, Instacart, Canva and Varo saw increases of 177%, 47%, 40%, 58% and 1,223%, respectively.
• Mid-funnel impact was achieved by first-time advertisers at all investment levels—as brands below $500K investment saw a 20% increase in website traffic; brands at $2M–$5M investment saw a 25% increase; and brands at $10M and above saw a 42% increase.

In addition, an analysis of 28 brands—those of which did not measure website traffic before TV campaign launch—found that campaigns drove a significant influx of new customers each month, with MGM+, Cirkul and GO2Bank seeing monthly website visitors of 329K, 702K and 4,193K, respectively.

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