Warc, 28 February 2013
NEW YORK: Advertisers can increase reach, recall and
effectiveness by shifting 15% of their TV budget to digital channels, a new
study has argued.
The Interactive Advertising Bureau, the industry body
comprising media and technology companies, commissioned research from Nielsen,
the research provider, in this area. A total of 18 real TV schedules were
examined across a number of categories.
The research found that a combination of digital advertising
and television commercials was particularly effective. Planning and running an
online video of a campaign which was later also shown on TV boosted brand
recall by 33%.
A similar, if lesser, result was achieved by combining TV
with online display ads. Consumers were 25% more likely to recall a brand if
they had seen the display ad before seeing the ad on TV.
"It's eye-opening to discover that viewers actually
have an easier time naming the brand behind a TV commercial if they have had
the opportunity to be introduced to the creative first on a digital
screen," said Sherrill Mane, senior vice president of research, analytics
and measurement at IAB.
The research showed that by using the combination of
channels reach grew by 3.4% for consumer packaged goods and an average 6.2%
across technology, automotive, retail, finance and telecoms.
This increased reach was achieved at lower cost, dropping
from an average of $67,600 to $63,000 per point of reach.
When TV and online video ads were compared, online video
campaigns proved to have a greater impact than TV when it came to general
recall, brand recall, message recall, and ad likeability.
General recall was found to be 39% higher for video ads
shown online than on TV, while brand recall, message recall, and ad likeability
were almost double.
The study also looked at ad receptivity and established that
the average digital video viewer watches 87% of a video ad, with mid-roll ads
having the highest completion rates.
Data sourced from Interactive Advertising Bureau; additional
content by Warc
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