Shifting up to 15% of TV ad spend to online builds higher brand recall with lower cost and better reach.
That's per a new study from the Interactive Advertising Bureau, which also found that moving TV ads to digital video can increase a brand's recall by 33% -- when running in conjunction with a TV campaign. (General recall is 39% higher for video ads during a full episode online than on TV).
Looking specifically at recall, the study found that brand recall, message recall and ad likeability scores for ads run during a full episode online are almost double those of a TV commercial.
CPMs, however, declined to $12.31 from $13.82. That 15% shift from TV resulted in lower costs per point, down to an $63,000 from $67,600.
The study analyzed 18 actual TV schedules in ad categories including consumer packaged goods (CPG) -- specifically health & beauty and food and beverage -- as well as technology, automotive, retail, finance and telecommunications. On average, CPG advertising reach grew 3.4% (3.4 reach points) among persons 18 and older.
“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," stated Sherrill Mane, senior vice president of research, analytics and measurement of IAB.