People don't usually rush from their TV to their computer when they see an interesting URL, though, so you really don't know what effects the TV ad had on your site.
If they don't go straight to their comp then they usually won't remember - with a new brand that is.
And despite what our habits may be most people don't have a laptop open while watching TV.
It was not scientific, but we saw ZERO uptick in sign ups while running millions of TV impressions. I would never run TV ads trying to get traffic for an unknown web startup again.
Very true. TV advertising is more geared towards evoking recall at a later time, since for most products the purchase (or conversion) decision isn't immediate (after all, the viewer is in the middle of watching something). This works well for someone like Pepsi, since they want to be remembered the next time you're at the supermarket, but not so well for something that would demand an immediate response.
People watch TV with laptops in their laps and iphones in their pockets. I don't know if people write down the domain and visit it later. Just a thought. I wonder what the research suggests.
