TV Ads Viewed Online Up Brand Recall

by , Feb 25, 2013, 11:00 AM
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Online-TV-VW-ads-AShifting 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.

1 comment on "TV Ads Viewed Online Up Brand Recall".

  1. John Douglas from DG
    commented on: February 27, 2013 at 11:59 a.m.
    TV and online each have their respective benefits, and it's great to see a study that shows how powerful it can be when a video campaign isn't viewed from two independent perspectives. I've heard a lot of people speak about multiscreen video, but usually it's within the confines of online, mobile and connected tv. If there's anything this study proves, it's that you can't speak about video convergence without factoring in the traditional broadcast, cable and VOD TV space. It's clear that online video leads to higher rates than TV given its ability to be interactive and allow consumers to immediately act on any desire to learn or engage with the brand - but what makes this so exciting is how it can be leveraged and balanced against the mass reach and frequency of the big screen in your living room to bring even greater overall results.

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