Study Gives Web Video Ads High Branding Marks, but Repetition Detracts
News Story from Clickz.com
As large TV broadcasters like Viacom, NBC and NewsCorp get serious about presenting ad-supported content online, a new MillwardBrown study could entice advertisers to spend more on Web video advertising. Viewers of spots played during TV programming online have higher brand awareness and are less distracted than their on-air TV and DVR viewing counterparts. But if advertisers don’t stop running the same spots over and over, the value of online video advertising could be diluted.
The Web offers advertisers less cluttered ad space and access to more attentive users, boosting brand impact compared to on-air television and DVR ads, the “CTV-1″ study found.
The study compared reactions of viewers to 30-second ads shown during network shows viewed on television, DVR and online. While TV and DVR viewing resulted in 54 percent brand awareness among the ad watchers, the survey found online viewing led to 82 percent brand awareness. Ads placed online drove even higher brand recall: 18 and 19 percent for TV and DVR viewing, respectively, versus 77 percent for online viewing. In addition, while around 70 percent of TV and DVR ad viewers linked the correct brand to a commercial, 93 percent did so if they watched the ads online.
“We expected differences, without a doubt, but we didn’t expect them to be so large,” said Mike Ripka, VP of MillwardBrown’s futures group.
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