Designing a post-view offer suitable for another device

A post-view offer should still make sense when someone leaves the television ad and opens a phone. Give viewers one useful next step: repeat the same promise on the destination and make the task workable on a small screen. That step might be comparing options, checking availability or starting an enquiry; it need not be an immediate purchase.

Give viewers a useful continuation

Start with the question the ad is likely to leave viewers with. A hypothetical furniture advertiser might invite them to compare sizes and check delivery to their postcode. The phone page would then need the advertised range, size details and a clear delivery check. A general homepage or unrelated promotion forces the viewer to search for the promised answer.

Keep the television instruction brief. ‘Compare the range’, ‘Check delivery options’ and ‘Request a quote’ describe different tasks; choose the one the destination can actually support. If a purchase takes consideration, let the viewer complete a useful first step without implying that everything must happen during the ad break.

Keep the terms consistent

Review the ad and destination together. Compare the product, eligibility, dates, offer terms and next action. If a discount depends on selected items, a minimum purchase or an end date, make the overall message accurate and the conditions easy to find on the phone page. The ACCC can require businesses to back up claims they make about their products or services, and it may investigate and take compliance or enforcement action if a business misleads.

A QR code and a memorable web address can offer different routes to matching content. Neither route should quietly change the offer. Decide what an old QR scan or bookmarked address will show after the promotion ends. Visitors should not be left with an inaccurate offer page.

Make the phone task achievable

Put the promised information and main action near the start of the page. Ask for the information needed for the next step, with clear form labels, error messages and a completion state. For a product choice, make options and availability understandable before asking the visitor to proceed.

Check touch controls and spacing. WCAG 2.2’s target-size criterion specifies 24 by 24 CSS pixels for pointer targets, with exceptions; it applies to web controls, not the television QR code. If the task takes time, make the page easy to find again or offer a save option the business can support.

The proposed offer is ready for a real campaign check when a viewer can recognise the same promise on the phone, understand its important terms and complete the first step.