Many CMs aired in Japan now mention a keyword phrase, some even show a phrase being typed in the search window on commercial.
According to Internet.com and goo Research, 52% of the Internet users who responded to the survey have responded that they remembered seeing such CMs, and 30% of them also responded that they’ve actually used the keyword phrase to search.
The survey also shows that keywords work better than URLs to be remembered by CM viewers.
Q: Which do you remember better, keyword or URL?
– Keyword 82.85%
– URL 4.01%
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