In this article, we will talk about a very important transformation for brands, institutions and even individual experts:
Re-valuation of content produced on TV on digital platforms. Television visibility used to be a luxury only available to national brands. The situation is very different now. In fact, when looked at from another perspective, it would not be very misleading to say: Digital and TV are more effective and meaningful when used together, but when not used, they become weak and ineffective in terms of efficiency.
Today, SMEs, physicians, consultants, educational institutions and expert individuals can appear on television screens through various internal or external production programs. This is not just a visibility investment, it is a prestige investment.
In addition, TV content expresses higher trust and credibility in the eyes of target audiences compared to other content. Regardless of advertising, advertorial, topic/theme focused programs, TV is still perceived higher in the trust index compared to other media. Videos broadcast on digital are more effective than content created directly for digital, if they are content that is quoted from TV programs, has a channel logo, or channel KJ, It is possible to say this considering Projemed's experience especially in the health communication vertical and the feedback of the brands it works with. However, in this article, I planned to proceed by summarizing the figures at a more macro level, from global to Turkish scale. Maybe in my future articles, I can also discuss the serious difference in ROI and interaction between TV productions and digital collaboration through Projemed brands.
Yes, basically the increase in activity occurs when these created contents are reborn in digital media. A TV interview shared on YouTube, Instagram, LinkedIn or a website is no longer just a broadcast; It becomes a story that expands brand value in multiple dimensions.
When the Power of Digital and Conventional Media Combines
Data from the USA, UK, Germany and Turkey in the last five years give us a clear picture: When conventional content finds a second life in digital, both its prestige and impact coefficient increase. Moreover, it provides extremely valuable and instant data for the advertiser in terms of measurement!
Since giving many details in this article would be challenging for the reader, I chose to summarize the sources I used and share their links. You can visit the source links for details of country-based data.
Global Trends: Where TV and Digital Meet
Article content
(*) Türkiye figures are taken from Deloitte Estimated Media and Advertising Investments in Türkiye 2024 Report.
Article and Table Resources
- IAB US 2024 Digital Ad Revenue Report | – requires membership
- Thinkbox Adspend & BVOD Data 2024
- ZAW & AGF Germany 2024 Reports
- Advertisers Association Media and Advertising Investments Report 2024
USA – The Story That Started on TV Continues on YouTube
Digital video spending in the USA will exceed $20 billion in 2024. Google's "video-neutral Brand & Search Lift" reporting now measures TV and YouTube impacts under one roof. So when a brand appears on the television screen, search volume and brand interest on YouTube simultaneously increase. Result: Visibility on TV becomes measurable in digital.
For those who are curious, I leave the Google Ads – Brand & Search Lift Overview links below.
- link1: https://support.google.com/google-ads/answer/14715329?hl=en
- link2: https://support.google.com/google-ads/answer/9049825?hl=en
England – SMEs are now on TV
According to Thinkbox's 2024 data, the BVOD (broadcast video-on-demand) format has become lower risk and higher reach than linear TV. (This field is very new in our country for now, but online platforms such as Disney, Amazon, HBO have started to create their content in this sense. It can be predicted that it will focus on digital platforms in Turkey within 1-2 years.) Small brands can now appear on television and reach hundreds of thousands of people digitally by sharing their content on YouTube and social media. The “TV Playbook for Online Businesses” report shows with concrete data how this process increases search volume and conversion.
Conclusion: TV is now the domain of not only very big brands, but also everyone who creates a smart strategy.
Source links
- Thinkbox – BVOD Explained (2024)
- Thinkbox – BVOD Explained 2 (2024)
- Thinkbox – TV Playbook for Online Businesses
- Ofcom Media Nations UK Report 2024
Germany – One Measurement, Two Worlds
AGF Video Measurement Standard, which was put into operation in Germany in 2024, combined linear TV and digital streaming viewings under one roof. Now, when a content is watched both on TV and on streaming platforms (e.g. Joyn, RTL+), it is measured as a single whole. This makes it possible for brands to increase reach and frequency by evaluating their TV productions digitally. Result: The digital “second life” of conventional content now has an official measurement standard.
Source links
- AGF Videoforschung – Video Market Standard 2024
- Joyn Advertising Presentation Q1 2024 (ProSiebenSat.1)
Türkiye – TV and YouTube Synergy is Now Proven
Think with Google Turkey's Vodafone case clearly demonstrates how campaign efficiency increases when TV and YouTube are planned together. In 2024, Turkey's media investments reached 253 billion TL.
TV is still the most powerful access medium; However, channels such as YouTube, Reels and Shorts turn this access into an opportunity for digital contact again.
Result: Visibility on national TV increases the brand's recognition and reputation when shared on digital.
Source links
- Think with Google Türkiye – Vodafone Cross-Channel Case Study
- Advertisers Association (RVD) Media and Advertising Investments Report 2024
- For the full report: https://rvd.org.tr/uploads/2025/04/medyayatirimlari_123.pdf
- TİAK 2024 Viewing Data
So How to Establish This Synergy?
As Projemed Advertising Agency, we work mostly in the field of health communication, we plan and implement many times to maximize digital interaction and conversions or to increase brand traffic of TV content. When the relevant physician, specialist, clinic, educational institution, health institution is broadcast on TV, the search, profile visits and interaction volumes on digital channels such as Google, YouTube and Instagram increase by 8-10X, We can say that this is also 60-80% more efficient than the cost of purchasing digital advertising to achieve the same effect by increasing the domain visibility and topic visibility of the relevant brand.
In other words, while the brand and the brand representative are taking part in our production on TV, this is announced before the program, Google ads and META ads regarding the relevant brand representative and the subject are broadcast during the program, Campaign setups in parallel with search habits, especially while watching TV, as well as in digital media, allow for very successful traffic, interaction and purchases.
TV visibility is now much more accessible than it was 4-5 years ago, of course with the influence of digital. Especially accessing programs that are part of the omnichannel approach of external TV production agencies like us is much more cost-effective. Therefore, brands and brand representatives provide visibility on prestigious national channels, and with the positive effect of this visibility, they provide traffic and potential customers to their measurable digital platforms. Moreover, it makes these tangible, measurable and trackable with sponsored content, Google and META ads. This is the magic synergy of digital and conventional. The magic of this must be partly due to agencies that know how to plan and manage both.
To describe this synergy step by step:
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1. Produce on TV – Create prestige
A news program, health-themed interview, documentary or PR broadcast you participate in adds trust to your brand. -
2. Replicate digitally – Magnify the impact
Share these contents on your YouTube, Instagram and LinkedIn accounts. Create short versions (6–30 sec cutdowns). Adapt it to social media with subtitles and vertical format optimization. -
3. Ride the search and visibility wave
Organize sponsored activities for broadcast on digital platforms before, during and after broadcast, Track increases in Google and YouTube search volume. Invest in keywords in target locations regarding the relevant topic. This is“The digital echo of TV visibility.”
How? https://www.thinkwithgoogle.com/marketing-strategies/video/brand-lift-metrics-and-insights/ -
4. Complement physical contact with digital
Make the program or campaign message visible again on DOOH (Digital Outdoor) channels. We can say that this is a serious awareness and brand prestige, especially on a Turkish scale, locally and in Anatolia. This triple structure, combining city screens, social media and TV, creates the highest recall effect.
JCDecaux Global DOOH Impact Report 2024 link: https://www.jcdecaux.com/brands/trends-out-home
Perspective of Projemed Advertising Agency
As Projemed, we are not just an agency that produces digital strategies and content. We have a wide range of production, from TV productions to press PR works, from outdoor campaigns to digital video editing.
Content gains value not only by where it is published, but also by where it is carried.
A story that started on television screens:
- Watchable on YouTube,
- Shared on Instagram,
- Discussed on LinkedIn,
- And it is remembered again in the city, on giant screens.
That's why we call it“multi-dimensional integrated visibility strategy”.
It is possible to do the best together.
Prestige + Reach + Trust = Growing Brand Value.
Produce on TV, keep it alive on digital. Because being visible today is not just about taking part in one medium, but also about being able to tell your story synchronously in all mediums.
