Why Tech Giants Like Google and Amazon Are Spending Big On TV Ads

In recent months, industry pundits sat up and took notice when online advertising giant Google started doubling down on its TV advertising investment. The tech company more than doubled its TV ad spend during the 2016 holiday quarter, laying out $109.8 million for ads promoting its Google Pixel mobile device. Launching Google Home meant a further $5 million for a single 30-second spot in January.

What’s remarkable is that Google is one of the most prominent TV spenders. The company built on digital advertising seems to know something about TV advertising that other brands don’t: In many cases, there’s just no substitute for it.