The ability to directly attribute a TV ad’s conversion path has long eluded marketers, despite TV advertising taking the lion’s share of many brand’s marketing budgets. However, companies such as HTC Corp. and PepsiCo are lighting that path by using apps for consumers’ 
mobile devices.

 

“This is the first opportunity in which we know that this particular creative is driving this number of engagement to that mobile site,” says Nicole Saewert, senior manager of digital marketing at HTC, speaking about the ad campaign the mobile device manufacturer launched with Google’s Goggles app in June.

 

The effort, promoting HTC’s Sensation 4G smartphone, is running across TV, print and out-of-home. The company has deployed mobile content specific to each channel. Consumers who scan the TV ad with the Google app can view an extended version of a video featured in the ad.

 

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