Years ago, people told me that the Internet would be the end of TV advertising. I told them that my fear was that demand for TV advertising time from online companies would substantially increase and push TV advertising costs higher. Today, there are a great many online businesses which spend much of their advertising budget, if not the bulk of it on TV advertising to bring traffic to their websites.
TV viewers are quite familiar with some of the largest online advertisers, Vonage.com, Monster.com, Ameritrade, Netflix, Scotttrade, LendingTree.com and Ditech.com. In fact, your knowledge of these brands probably emanates from TV advertising.
Recently, in an effort to attract more potential clients to their website, Lawyers.com began advertising on TV and joined the list of other website companies to advertise on TV. I’ve been saying for a long time that online directories can work well for lawyers, but they are usually overpriced and cannot produce a large enough stream of clients for the price.
TV advertising is substantially more powerful than the Internet and is the answer to increase the value of an online directory. As the other online brands, Lawyers.com will see a valuable return on their investment in TV advertising.