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Перевод статьи, название: Web start-ups buy more TV advertising
- 3 страниц
- 2021 год
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Гарантия сервиса Автор24
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Тим Брэдшоу
По телевидению все чаще рекламируют небольшие интернет-стартапы, в основном в течение нескольких месяцев после их запуска. В конце 1990-х годов многие крупнейшие бренды интернета, такие как Google, Skype и Amazon, не платя за рекламу стали узнаваемыми компаниями благодаря сарафанному радио. Сегодня Google размещает рекламу как на телевидении, так и на рекламных щитах, а инвесторы все чаще побуждают свои начинающие компании пользоваться услугами телевидения.
By Tim Bradshaw
More and more, small Internet start-ups are advertising on television, often within months of their launch. In the late 1990s, many of the Internet's biggest brands - such as Google, Skype and Amazon - were built through word-of-mouth, without paying for offline ads. Today Google is advertising on TV and billboards, and investors are encouraging more of their start-up companies to take advantage of television.
Index Ventures invests in Internet start-ups. Saul Klein, a partner at Index, says: "Once you have a clear sense of how much it costs you to get a customer and the total lifetime value of that customer, you should start experimenting with as many different marketing channels as possible." Recent e-commerce companies appearing on UK TV include Spotify, the digital music service; Lovefilm, the DVD-rental and online-video service; Glasses Direct, which sells spectacles; Wonga, a loan provider; and Just-Eat, which lets people order from local fastfood takeaways online.
Such companies started off by advertising on Google's search ads, which allow an exact analysis of how much each ad cost and how much the visitor who saw the ad went on to spend. But search ads are most useful when people know what they are looking for - so for companies trying to build awareness for a new kind of online service, TV ads can be more useful."
"Our goal on TV is to educate people that there is an alternative to the high street," says Kevin Cornits, chief executive of Glasses Direct. “Anyone can do an ad so online, but people trust TV." Mat Braddy, marketing chief at Just-Eat, buys TV advertising to target younger people in early evenings and at weekends. "If you're clever about it, you can advertise at the times of day when people make the decision to eat," he says.
Перевод данной статьи под названием "Web start-ups buy more TV advertising" был выполнен квалифицированным и дипломированным переводчиком в 2021 году.
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