One of the best benefits of integrating the web into media strategies is the ability to track the source of the traffic.

While there are elaborate software tools available to provide a granular level of detail on traffic, using a unique URL is a simple way to accomplish this task when you are beginning to phase integrated TV/web campaigns into your marketing plan.

A simplified example of traceable URLs would be to include brand.com/TV instead of brand.com as the URL on the TV ad or something more memorable and action oriented like seewhathappens.com or greatflights.com that is exclusive to the TV ad.