Some, such as subscription ecommerce startup Birchbox, are investing money in the medium for the first time. Birchbox debuted its “Open For Beautiful” television campaign Monday, which will be supplemented with shoppable online video and print creative. Media and entertainment platform Popsugar launched last fall its first, $25 million TV ad campaign for startup ShopStyle, which it acquired in 2007.
“I have seen [traditionally] digital advertisers go to TV for what TV does well: creating awareness, [an] emotional connection and [to] build brands,” said Krista Lang, SVP and executive media director for independent agency 22squared. “They might also be doing it to attract investors and talent.”
For flash sale site Gilt, television reinforces its digital presence and provides a forum to tell new stories. Its newest campaign launched digitally with pre-roll ads on YouTube and social channels, then extended via national TV buys in the US and Canada.
“This has been an effective way for us to advertise and drive awareness of the Gilt brand across multiple platforms on a national level,” said Elizabeth Francis, CMO of Gilt.
Unlike Birchbox and Popsugar, Gilt first experimented with TV two years ago with a campaign showcasing its “gaming” element – the rush of shoppers storming the site for the flash sale at noon. This initial push was primarily about awareness. But as ecommerce brands shift focus away from flash sales, they’re trying to encourage deeper connections and longer user sessions. These goals have created new demand for television ads.