Consequently, Gilt’s second TV campaign, which it launched in March, is less about educating consumers as it is about emotionally connecting with the joy of shopping cross-device. Francis noted more than 40% of Gilt revenue now comes from mobile Web and Gilt apps, which spurred the creative idea for the latest campaign – the thrill of shopping Gilt on a mobile device.
Daily deals site Groupon, which recently resurrected TV ad commitments following a media firestorm that erupted over its Super Bowl 2011 campaign, began in April a seven-week television campaign in six key markets.
A Groupon spokesperson tells AdExchanger the medium is “another great way to deliver the message that Groupon has evolved from a daily deal website into a searchable ecommerce marketplace with more than 200,000 deals accessible online and via mobile devices.” However, the company is not approaching television in a silo, but instead as a broader communications access point in addition to mobile push alerts and email.
Although television has traditionally been considered a brand awareness tool, for many commerce startups, it’s also a medium to reinforce messages that had once been relegated to digital channels. Birchbox's CMO Deena Bahri, for instance, said her company wanted the "Open for Beautiful" platform to extend performance marketing media and utilize a stronger CTA meant to drive direct conversion.
"We invest a lot of time to ensure our key messages across paid, earned and owned channels are consistent and tie into the brand and business strategy, in order to maximize the impact of what we are saying," she commented. "Open For Beautiful is an example of that, where we are delivering executions across all three types of media."
“We believe in a diverse portfolio of paid and earned, organic [content] at Gilt,” Gilt's Francis concurred. “We consider all of this when we’re planning advertising and marketing programming for the year. For us, paid advertising through TV has been a great addition to our historically digital-only advertising strategy.”