This seems very basic but as the research indicated, while 60 percent of advertisers are including brand/corporate URLs, 40 percent of TV placement does not include them in ads. This is despite research indicating the blend of online and offline media channels has an additive effect on recall.

When including a URL in an ad, make it visible, simple and give the viewer a chance to read it. This may also seem basic, but it's a mistake that marketers still make.

Example 1: Mercedes is known for creating beautiful advertising that strikes an emotional chord with its typically loyal consumers. The demographic for this product most likely has a home PC and broadband connection. However, by the size of the type, Mercedes is reluctantly including the URL at the end of this spot as if to complete the mandatory items on the creative brief checklist.

Example 2: On the other end of the spectrum, Vonage gives consumers a chance to reach out via phone or web in clearly articulated text. Other Vonage ads encouraged users to seek out pricing specials on their website.