Most people never just passively watch TV.

Googling random facts, checking their Facebook news feed and seeing who has tweeted in the past 30 seconds were atop the list of activities to do while watching, but strangely, a full 20 percent confessed to search for more information about a commercial they recently saw.

Emphasis above is mine.

Action checklist for your next TV commercial:

  • Add a curiosity factor. Will your commercial make me what to look something up on your site?
  • Display a URL that is short enough, for long enough, and at the right time. Quick, what was that URL again?
  • Make the URL destination mobile-friendly. No full screen Flash!
  • What’s next? Add a clear and compelling call-to-action on that destination.

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