For those brands beginning to integrate their TV and web execution, set baseline metrics and begin the conversation with offline and online agencies to ensure collaboration. Start with the basics of including the URL in your advertisement, make it big enough to read and execute in a meaningful way so viewers are motivated to go to the web and descriptive enough to track.

Also, give your consumers or potential buyers a relevant place to go on the web. Whether it is a mini-site, landing page or an integrated ecommerce or content website, make sure the experience is cohesive.

Start with consistent message, tone and brand and be sure to include the advertisement that directed them there as a reference. If possible, continue to engage the consumer with decision-critical information that will help guide them to purchase your product or service.

If reach and awareness are your objectives, create an environment that is conducive for the consumer to continue to participate in your brand through user-generated content, interactive games or an extension of the content delivered on TV.