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Mixpo

Insights, resources, and inspiration for publishers.

Technology / March 04, 2013 / By Erin Martin

Online Video Ads Outperform TV Ads on All Effectiveness Metrics

According to a recent IAB Online Video Study conducted by the Nielsen Company, online video ads are higher impact than TV ads on all effectiveness metrics. That’s right, all effectiveness metrics including general recall, brand recall, message recall and ad likeability.

Effectiveness Metrics - Nielsen IABIt is undeniable that online video is changing how video content is viewed and how the advertising experience works.  While TV viewing is flat, digital video usage continues to grow in both time spent and in number of videos streamed. And, streamers are watching more online video for longer.

When used together, TV ads and online ads are a potent combination. By duplicating TV ads online, general, brand and message recall all improved by double digits. This is called the Digital Multiplier Effect and works across viewer demographics and across types of video content (long form, short form and banner ads).

For best results, shift a portion of your media spend to digital.

A link to the complete study can be found at the IAB website: http://www.iab.net/dvtvstudy.

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